The emotional connect

Domino’s Pizza India has moved over from ‘Khushiyon Ki Home Delivery’ to ‘‘Yeh Hai Rishton Ka Time’ to create a stronger emotional connect with their consumers. Here is what went behind the campaign.

They have evolved over the years and keeping pace with time, they have reinvented themselves. From a functional promise of fulfilling hunger needs through ‘Hungry Kya?’ to adding an emotional touch of happiness to a box of pizza with ‘Khushiyon Ki Home Delivery’. They now boast the tagline, ‘Yeh Hai Rishton Ka Time’.omino’s Pizza is on the path to reinvent its strategy to position itself in the Indian market. Domino’s started its journey in 1996 when they opened their first store in Delhi. sixteen years hence, they stand at 500 plus stores across 110 cities with 50 per cent market share to their name.

Why is this change?

Taking about the reason for change, in an interaction with Retailer, Harneet Singh, VP- Marketing, Domino’s Pizza India says, “This is a thoughtful change required to create a deeper and emotional connect with the consumer and evolve into a pure life space. Happiness as an emotion has become very generic and about 30 brands in India have happiness in their taglines. So the possibility to own that tag name becomes remote. A strong positioning is the one which is entirely owned by the brand. We thought it was the right time to evolve to a tagline which has a deeper connect and is much closer to a consumer, and which as a brand he/she can own.”  He adds, “Through some of our studies on pizza consumption we realised that pizza time is not just about hot, fresh and cheesy pizzas, but is also a moment when people come together and bond. A small but an important time when people take time out from their regimented and busy lives and spend a few moments with each other. It’s when family and friends come together, reunite and spend moments together, over a pizza. We believe that time spent over a pizza makes relationships stronger, livelier and warmer. It is this belief that has been articulated in our new baseline ‘Yeh Hai Rishton Ka Time’.

 This is one of the biggest campaigns in terms of investment made by Domino’s Pizza India. Four to five per cent of the total revenue is spent on marketing and this campaign is a part of the same. Changes will be seen at all possible touch points with the consumer. The brand will be running engaging activities on facebook, Twitter and Youtube. The TVC is being broadcasted, and at the store level too, the change is being implemented. The pizza boxes will adorn the new design and graphics. Merchandising graphics, the language used, the shots will revolve around bringing out the special moments people can identify with.

The campaign has been conceptualised by Contract Advertising.