New Domino's TVC for Mexican Wrap and Pasta Italiano

Domino’s Pizza has a new TVC ready for its latest offerings: Mexican Wrap and Pasta Italiano. The commercial has been created by Contract Advertising.

The ad features a Domino's Pizza delivery boy on his way on a motorcycle to make a drop-off. As he rides down the Indian street, though, he starts to see musicians and dancers from Italy and Mexico all around him. When he reaches the customer's house, she and her friend unpack the Mexican Wrap and Pasta Italiano and begin to dig in. The voiceover then says the two offerings are so delicious, that you'll believe they'be been delivered directly from Mexico and italy.

Ajay Kaul, chief executive Officer, Jubilant FoodWorks Limited (the master franchisee of Domino’s Pizza in India), said, “We have been tracking an excellent growth this year. We hope to continue the high growth momentum with the launch of new Mexican Wrap and Pasta Italiano." Dev Amritesh, senior vice president, marketing, Jubilant FoodWorks, said, “Research has indicated that in our category consumers are always looking for new variety of offering. While old favourites continue to charm consumers, new additions to menu give them a reason to try different tastes."

Speaking about the new TVC, Amritesh added, “Our new ad is a visual and musical extravaganza of 3 cultures; Italy; the place of origin of Pasta, Mexico; the place of origin of Mexican Wrap and India; where Domino’s Pizza is enabling the best of Italy and Mexico to reach the Indian homes to celebrate the supreme tasting experience. The new TVC also further establishes our delivery focus and expertise.”

Speaking of the Contract-Domino's relationship, Bhaskar Ghosh, vice president at Contract, Delhi, said, "The relationship has been in place for the last seven years. It's been one based on trust, transparency, respect for views, deep involvement in the business – which together has brought about success for the brand in the market place, even when the world around was slowing down."
 

Domino’s Pizza has earmarked Rs 6 crore for the 3-month campaign, which will include TV and in-store collaterals like door hangers, banners, box toppers, danglers, translites, dine-in menus and standees.