Conceptualised by Contract, the series of TVC promotes the ‘One on One’ offer on pizzas every Wednesday
Domino’s
new campaign – One on One – sets out to mark Wednesdays as the day to
look forward to and celebrate with family and friends. Conceptualised by
Contract Advertising, the idea behind the TVC was to make people take
time out mid-week and spend time with friends and family. This gels with
the brand’s communication space of celebrating close relationships.
The
series of TVCs shows a group of friends, colleagues or family members
celebrating Wednesdays while singing the well-known Domino’s tune ‘Ta
nanana re, ki pizza aaye free’. The voiceover then declares that
Wednesdays are now the day to celebrate as Domino’s is giving one pizza
free on every pizza you order.
Pooja Malhotra, VP – Client
Servicing, Contract, said about the campaign, “Domino’s has decided to
create Wednesday into a special pizza day property with a
buy one get one pizza offer
and wanted us to weave the special property into the zone of Domino’s
brand positioning of ‘Yeh hai risthon ka time’. We wanted to keep the
thought simple and in the realm of relationships and bonding, hence the
campaign thought of ‘Domino’s One-on-One Wednesday’.”
Malhotra
further said, “At one level it signifies the offer of buy one pizza and
get one pizza free and at another level it emphasises the fun of getting
together with people you like and love to be with – One on One. In a
series of three different films, we brought back the popular refrain ‘Ta
nanana re, ki pizza aaye free’ which helped us to effortlessly bring
forth this exciting offer and establish its role in giving an additional
opportunity for bonding together.”
Domino’s, part of Jubilant
FoodWorks Limited, is the market leader in the organized pizza market
with a 67 per cent market share in India (as per Euro Monitor report
2013). The brand has also recently launched a campaign to introduce
‘Lebanese Rolls’ in its menu.
“
Domino’s Pizza
has been known for coming up with new and exciting promotional offers
for all its pizza lovers. The new TV commercial for One on One Wednesday
offer builds up the joy and excitement of spending time and catching up
with loved ones over pizzas in the middle of the week. The free pizza
song ‘Ta nanana re, ki pizza aaye free’ has always been synonymous with
fun, mischief and loads of happiness. The tune completely resonates to
the cheerful and peppy series of three ads and the fantastic ‘Buy one
pizza and get another pizza free’ offer promises to give our customers
more reasons to party and eat pizza every Wednesday,” said Harneet Singh
Rajpal, VP – Marketing, Domino’s Pizza India.