Domino’s invites consumers to celebrate ‘Rishton ka time’, ordering online

Domino’s has launched three ad films for the brand’s Online Order (OLO) service. Each of the ads follows a ‘friends’, ‘spouse’ and ‘family’ theme, in line with the brand’s ‘Yeh hai rishton ka time’ slogan.

In the film above, while lazing around in a living room, a group of friends hurriedly order Domino’s pizza on a mobile phone. One of them urges the person ordering to get the biggest pizza available. They use their friend’s card to place the order online. The card’s owner rushes out of the bathroom in a towel when he finds out through a text alert on his mobile. A voice over says ‘Yeh hai fukronwala OLO…’ (This is ‘time pass’ OLO), before introducing OLO as Domino’s Online Ordering system.

Another film features a husband and wife. While she rebukes her husband for having forgotten to order pizza, he has Facebook opened up on the tablet he’s holding. He assures her that he has already ordered the pizza, while he quickly switches over to the OLO site and places the order which is already saved as ‘Wife’s Favorite’. A voiceover says ‘Yeh hai married wala OLO’ (This is the OLO for the married ones) and just as in the earlier TVC, the film ends with a voice over about order-track-enjoy process.               

A film titled ‘Surprise your loved ones’ features a video chat between a boy in a hostel and his elder sister. He goes on about how he can’t find good friends or good food. To cheer him up, his sister logs on to Domino’s OLO site and orders a pizza. She asks him to wait for a bit as a pizza will be there soon, which will bring along new friends. A voice over says ‘Yeh hai surprise wala OLO’ (This is the ‘Surprise OLO’).

Harneet Singh Rajpal, VP-marketing, Dominos, said, “Domino’s was the first fast food service to launch an e-commerce platform in India. Launched three years back, 20 per cent of our delivery revenue comes from our online service. With the rise of internet usage in India, consumers are getting savvier with online delivery. Furthermore, the use of smartphones has made online delivery more accessible and time saving. After active digital advertising for online platform, we next wanted to explore traditional forms of media as well to take the online ordering service to masses.”

Mayur Hola, ECD, Contract Advertising, said, “Domino’s is the first QSR brand to build upon the concept of online delivery hence, we wanted to showcase its uniqueness. We created ‘OLO’ to stand for online delivery so as to make it fit into the common parlance terms as well as add an aspect of social currency. Whereas online delivery is usually conceived to be missing the personal touch, through this campaign we have tried to maintain the balance between the emotional and functional aspect of the brand. We wanted to showcase that every relationship signifies a different type of OLO, hence you will get to see a ‘Married wala OLO’ or a ‘Fukreywala OLO’.”

Pooja Malhotra, SVP, Contract Advertising, added, “Through the brief given to us, we wanted to assimilate life stories of friends and family so as to create an emotional connect around the brand along with showcasing the functional ease and convenience of ordering online. The concept of combining animation and live action in the films has been a unique effort towards this endeavor and one of its first kinds in the category. Domino’s has always been about celebrating relationships and hence aspects of personal relationships are portrayed through this campaign.”

Credits

Client: Domino’s (Jubiliant)
Creative agency: Contract Advertising India
Executive creative director: Mayur Hola
Account management: SVP: Pooja Malhotra

Production house: Eeksaurus
Director (film): Suresh Eriyat
Producer: Nilima Eriyat
DOPs: Jai Oza, Srinivas Reddy
Music director: Jolly Jose
Editor: Yaser