Oven Story’s latest campaign by Publicis India says no to average pizza
Oven Story Pizza, India’s largest homegrown pizza brand, has launched its first national ad campaign today. Crafted by Publicis India, that was tasked with the mandate to launch the campaign post a multi-agency pitch, the films take you through a punnyjourney of how people are moving away from ordinary pizza brands and looking for newer innovations in terms of taste and variety.
This is the brand’s first integrated campaign extending across digital, print, outdoor and radio. With a great cast and a three-ad lineup, the campaign looks to pull a fast one on pizzas with cheese that isn’t bubbly, and base that isn’t fresh.
Sagar Kochhar, Group Chief Marketing Officer, said, “Our focus with our first national campaign was to drive home the point that there’s pizza, and then there’s Oven Story pizza. No harm, no foul, but given our understanding of our consumers’ discerning taste buds, our campaign clearly mentions how one should move from ordinary pizza to extra-ordinary pizzas with Oven Story. Driven by consumer insight, the campaign is centered around brand’s core USP and innovation - Pizzas with four incredible cheese bases”.
He added, “The pizza space in India is evolving and we wanted to bring the zing back to pizza, rather than letting it be the-food-to-order-when-you-can-think-of-nothing-else, where it today languishes in India”.
The first of the ads, placed in a jail shows the jailer ordering pizza, only to be hollered at by a VIP criminal for ordering ‘less-than-VIP’ pizza. The second ad, set in a dorm shows students about to order pizza to celebrate placements, when things go south with one of them trying to order ‘just-another pizza’. The last of the set, showcasing an office scene where a team is about to celebrate a breakthrough with pizza, only to be stopped short for again, going the ‘-just-another pizza’ route.
Commenting on the win and also the campaign thought, Paritosh Srivastava, COO, Publicis Ambience, said, “We are delighted to partner a pizza brand that has built quite a distinction for itself as a favored choice of consumers. Being homegrown and boasting a competitive spirit is what sets it apart from the established names in the market. Our ambition with the communication strategy was to disrupt the current dough & topping conversation seen in the category & focus our advertising story on the key ingredient that drives consumer indulgence for pizzas, the CHEESE itself. More so, with Oven Story offering an assortment of cheese flavors, it not only allowed us to leverage this truth in our storytelling, but also gave us an easy plank to deposition the current narrative taken on by the larger players.”
The only Indian pizza brand to have grown by leaps and bounds, Oven Story, launched in 2017 nationally, has grown 2X in the last year, and is today present across 160+locations countrywide. Market research by Rebel Foods, Oven Story’s parent brand, which also runs multi-100 crore food brands such as Faasos, Behrouz Biryani, Sweet Truth and Mandarin Oak, says pizza is the highest searched food category globally, with orders surpassing all other dishes and cuisines. When consumers think pizza, they think cheese, research shows.
With the Indian food industry moving to online ordering from dine-ins, Rebel Foods has set up 1500+ restaurants nationally. Of these, Oven Story operates out of 160+ cloud kitchens in 16 cities.
Client: Oven Story
Agency: Publicis India
COO: Paritosh Srivastava
Lead Account Management: Nikhil Kumar
Account Management: Punit Bhatt, Amar Kondekar and Shubham Kumar
Creative: Ramakrishnan Hariharan, Nishant Jethi, Avinash Jakhalekar, Prashant Nicham, Souveek Adhikari, Packiaraj R and Anant Acharya
Planning: Abhinit Agarwal, Tushar Sharma
Production House: 10 Films
Director: Ram Subramanian