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Pizza Wars
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BRAND BUILDING THROUGH ADVERTISING
Domino's and Pizza Hut initially restricted their ad strategy to banners, hoardings and specific promotions. In August 2000, Domino's
launched the ‘Hungry Kya? (Are You Hungry)'sequence of advertisements on
television. A company official said, “We realized that a Pizza couldn't be
slotted – it could be a snack; then again, it could also be a complete meal” The
only definitive common link between Domino's Pizzas and eating was the hunger
platform.
The launch of ‘Hungry Kya?'campaign coincided with Domino's tie-up with
Mahanagar Telephones Nigam Ltd. (MTNL) for the ‘Hunger Helpline'. The helpline
enabled the customers to dial a toll-free number (1600-111-123) from any place
in India. The number automatically hunted out the nearest Domino's outlet from
the place where the call was made and connected the customer for placing the
order. The number also helped Domino's to add the customer's name, address and
phone number to its database.
This was followed by Pizza Hut's first campaign on television in July 2001,
which said, ‘Good times start with great pizzas.'The ad was aired during all
the important programs on Star Plus, Sony, Sony Max, Star Movies, HBO, AXN, and
MTV. Pizza Hut planned to spend between Rs.70-75 million on the ad campaign in
2001. Said Pankaj Batra, “The first ad campaign on TV defines Pizza Hut as a brand, and what it offers to its existing and potential customers. Once the
awareness of this message is high, we will focus on other facets of the brand
and its offerings.”
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Continued....
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Hungry Kya? : A woman suggestively nibbles at her husband's ear as he
surfs the Net. Eventually, he asks her in an irate voice: “Hungry Kya?” She nods
expectantly, so he advises her to order a Domino's Pizza. A roadside Romeo
whistles appreciatively at a young girl. She whips around, grabs him by the
collar and asks him in a husky voice: “Hungry Kya?” – and a voice over orders a
Domino's Pizza.
Good times start with great pizzas : The ad was woven around the traditional
arranged marriage scenario, in which the parents of the girl after finding a
suitable boy for her fix up a meeting for them at Pizza Hut. The commercial
begins with a man waiting for somebody outside Pizza Hut, and is later seen
practicing the way he would introduce himself. Meanwhile, the girl for whom the
man was waiting for, arrives and catches him unawares while he was talking to
himself. Though both of them seem to be apprehensive of each other, they
eventually decide to order food. While the man orders for a veggie supreme
pizza, the girl opts for a Pepsi and salad. She is not able to resist the
temptation when the pizza actually arrives. The pizza acts as the catalyst and
helps them get over their initial awkwardness and shyness. The commercial signed
off with a hint that the two of them are planning to share the rest of their
lives, with the sign-off line saying, ‘Good times start with great pizzas.'
MTV : Private cable and satellite
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