Pizza Hut plays up core proposition of 'more for less' with overloaded offering

Pizza Hut has rolled out a TVC to highlight its Overloaded Big Pizza offering. The ad film has been conceptualised by Ogilvy and Mather New Delhi.

The ad film begins with a weighing scale with Pizza Hut’s overloaded big pizza on one end and another pizza representing other pizza brands in the market on the other end. Toppings start to fall on both the pizzas simultaneously. While the toppings continue to fall on the new ‘Overloaded Big Pizza’, it stops falling on the other pizza, thereby tipping the scale on Pizza Hut’s side. The Overloaded Big Pizza outweighs the other pizza by a good margin demonstrating the superiority of the new offering from Pizza Hut over others. This is followed by the depiction of the veg range of the offering being advertised. The film ends with a showcase of the offering.

Unnat Varma, general manger, Pizza Hut India, said, “Pizza Hut has always strived to offer our consumers, irresistible taste with exceptional quality at great value. Our endeavour is to continuously delight our consumers and by adding 30 per cent more toppings on their favorite pizza, the new overloaded big pizza promises to do just that! The ad campaign beautifully illustrates our core proposition of ‘More for Less’. We are sure that the new overloaded big pizza will overload our consumers with fun and joy as it’s an offer, which will be hard to top!”

Vikash Chemong, creative director, Ogilvy & Mather, said, "To demonstrate that Pizza Hut’s Overloaded range had 30 per cent more toppings compared to other pizzas in the market, we used a simple device of a weighing scale to show how other pizzas measured up to us.”

Credits
Client: Pizza Hut
Creative agency: Ogilvy & Mather, New Delhi
Senior creative director:  Vikash Chemong
Senior creative director: Basab Tito Majumdar
Associate creative director: Pavneet Bhasin
Associate creative director: Anu Gulati
Creative controller: Hardik Trivedi
Senior copywriter: Purva Ummat
President branch head, Ogilvy North: Kapil Arora
Vice president: Antara Suri
Management supervisor: Samir Gokhle
Senior account executive: Adi Vyas
Senior account executive: Pranay Bagchi
President: Neeraj Bassi
Vice president: Anirban Roy
Director: Prashant Halbe
Production house: Lemon Tree Film Services 
Director: Ishwar Singh Muchhal
Producer: Vikram Banger