Domino's aims at emotional connect with new TVC

Domino's has rolled out a rebranding campaign to move away from its earlier positioning of 'Hungry Kya' to a more emotional one titled 'Kushiyon ki home delivery.' Executed by Contract, the new TVC depicts the bond between an old man and a group of children, who enjoy each other's company.
The old man is confined to his home due to a leg injury, which upsets the children. They pitch in their little belongings and money to order Domino's pizzas. The pizzas are delivered to the old man's home, where the children have a happy time, savouring the pizzas and enjoying the old man's company.
"Until now, the brand, with the tagline, 'Hungry Kya?', was centred on the functional need of appeasing hunger but  a close look determined that there was a need to build a stronger emotional connect with consumers and therefore the new tagline' Kushiyon Ki home Delivery' Also highlighting that one can get happiness at only Rs 35," said the company spokesperson.

Speaking to Campaign India, Ravi Deshpande, chairman and chief creative officer, Contract advertising explained that the convenience proposition of 'Hungry Kya' had served its time and the client felt the need to move towards a more emotional angle for its communciation. "Pizzas are typically seen as convenience food, whereas we wanted to build on the idea of a wholesome meal that is affordable and enjoyable. The creative idea was to highlight the thought that Domino's delivers happiness," Deshpande added. 

Manish Bhatt and Raghu Bhat, senior vice presidents and executive creative directors, Contract Advertising, recalling the pitch process for the rebranding exercise, added, “We had presented two creative routes for the repositioning. The client liked our idea of "Khushiyon ki Home Delivery" and the agency retained the account.” The film has been conceptualised by Vandana Katoch (creative director), Nima Namchu (executive creative director) and Amit Shankar (creative director).

The film has been directed by Shiven Dungarpur of Dungarpur Films. In 1996, when Domino's first set foot in India with an outlet in the Capital, there wasn't much advertising. From 1996 to 1999, the brand set up 30-40 stores in the North of the country. In 2001, when the brand was launched nationally, the tagline, 'Hungry Kya?', was coined. From 2004 onwards (with the same tagline), the focus of the advertising became the 30 minutes quick delivery service and good taste. It has now been changed to get a greater connect with the target audience, all the while highlighting the value-for-money new offering.