Pizza Hut strengthens its differentiated content strategy with new ad film
Pizza Hut, India’s leading pizza brand, is back with a brand-new film for millennial netizens that will be launched exclusively on digital platforms. The film is fun and light-hearted, highlighting the ‘aroma’ of Pizza Hut’s pan pizzas, that precedes their superlative taste, as the ultimate pull factor. Aimed at breaking the clutter when it comes to predictable QSR category advertising, Pizza Hut will use the potent combination of humour-based content, delivered innovatively via digital platforms to reach and engage audiences like never before. Given the brand focus on delivery channel in 2019, the film also highlights Wow Delivery 50% off, an everyday value offering on Pizza Hut delivery channel, wherein a consumer can avail 50% off on any 2 Medium Pan Pizzas. The film is conceptualized by Ogilvy India team, made by Firecracker Entertainment and directed by Vishal Mangalorkar.
Pizza Hut sold its first slice in India in July, 1996, has won the hearts of millions of Indian customers over the past two decades by serving the best, the freshest and the tastiest pizzas to all the pizza lovers in the country. The brand had earlier launched a series of path breaking advertisements as part of ‘It’s Time to Switch’ campaign, which highlighted the superior taste that sets Pizza Hut pan pizzas apart from every other brand. The ad featured actor Abhay Deol and his gang of puppets, marking the first time that a puppet was used in a TV commercial by any QSR brand in the country.
Commenting on the thought behind the film, Mr. Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said, “Taste is the biggest driver in our category and we take pride in serving the best, the freshest and the tastiest pizzas to all the pizza lovers in the country. We wanted to make a fun film that highlights the distinctive aroma of Pizza Hut pan pizzas in an interesting way. This ad not only achieves that objective, but also enhances it with the element of a surprising twist at the end, that successfully piques viewers’ interest and makes it memorable. We hope our differentiated content strategy and digital push will spur conversations around the film amongst netizens. This is a first of many more films we will be launching going forward, given that millennial audiences are highly invested when it comes to consuming video content online.”
Pizza Hut is planning a range of innovative digital promotions to create buzz around the film launch online. The promotions will invite audiences to be a part of the fun and give further momentum to the campaign.
Said Mr. Kapil Arora, President - Ogilvy Group Companies – North about the film, “What’s the precursor to a lip smacking, delicious pizza from Pizza Hut? It’s irresistible aroma! One which entices your taste buds, in anticipation of the treat to come. We decided to dramatise that very enticing aroma of the tastiest pizzas, in this campaign. Taking on stereotypical, fake deodorant and toothpaste attraction stories, we contrasted the magnetic pull of irresistible pizzas from Pizza Hut at a fabulous price as the real deal.”
On the business front, Pizza Hut has been witnessing explosive growth in India for several quarters now. The brand has been steadily expanding its physical store footprint and recently launched its 500th physical store in the Indian Subcontinent. Pizza Hut also pioneered the Fast-Casual Delco (FCD) concept in India, which offers a seamless integration of dine-in, takeaway and delivery channels, all under one roof. The company recently upgraded all its digi-tech assets including the website, m-site and mobile app. These initiatives have enabled Pizza Hut to deliver on
the promise of providing the easiest, fastest and the tastiest pizza experience to consumers in India. As a result, Pizza Hut has been voted the most trusted brand in India for the 12th time in a row (as per a reputed media house) and was awarded the prestigious EFFIE Gold in the Foods and Confectionery category in 2018 for its outstanding consumer-centric performance.