Top it up

From tandoorified Indian-style pizzas to authentic Italian pizzas, Domino's is in sync with changing customer preferences 

Though most pizza origin myths lead back to Italy, the tandoorified conveyor belt pies sold by quick-service restaurant chains like Domino’s in India are anything but Italian. Well, the company wants to tell customers through its new ad featuring international chef-celebrity Vikas Khanna, that is about to change. The only other celebrity to grace the chain’s campaigns after actor Paresh Rawal, Khanna has designed a range of Italian ingredient-inspired pizzas for the chain. For a brand that prides itself on price points and delivery, what prompted the chef’s appointment? 

Harneet Singh Rajpal, senior vice-president, marketing, says, “We were looking at the top 10 cities that contribute to our business and we realised that customer tastes were evolving in terms of preference for European-style pizzas. Khanna will add credibility to our work since he has strong Indian roots and is a Michelin star chef. The ad is a reflection of this change and we expect it to make our customer engagement stronger.” Conceptualised by Contract Advertising, the film — instead of spinning a story around the pizza — is a story of the pizza itself. A Contract spokesperson said, “We rarely see stories about the food. That was the task we chose: to romance the pizza and tell its story.” Will bringing tradition into the game work for Domino’s? Only time will tell.