Dominos to spend Rs 20 m on advt, new TVC features Rawal in double-role

NEW DELHI: Domino's Pizza India Limited, a leading pizza chain in India, has introduced in the Indian market an all-new Double Cheez Crunch Pizza, which is a successful product in other countries, and said that Bollywood actor Paresh Rawal will, feature in a double role in the new TV commercials.



The advertising campaign, for which a budget of Rs 20 million has been allocated, features the multifaceted Rawal and is based on the double theme where he is in a double role for the first time in a TV commercial --- a concept that goes down well with the Domino's Double Cheez Crunch Pizza.

The campaign has been created by Phat Phish Productions and conceptualised by Contract Advertising.



According to Domino's Pizza India Limited CEO Arvind Nair, "Domino's Double Cheez Crunch is the result of our consistent effort to offer our customers the best pizzas in the world. The Domino's Double Cheez Crunch is already a huge success in a number of markets around the globe and we are confident that it would be a welcome delight amongst our huge base of Indian customers."



The new pizza has a delicious soft creamy layer of cheese generously spread between two crunchy thin crust bases and more creamy cheese spread over the toppings. It's a new innovation and a major advertising campaign, comprising high impact television and press activity spread over a duration of four months, will support the launch.

Domino's Double Cheez Crunch Pizza is claimed to be an internationally acclaimed product and doing well in the markets of the US, UK, Australia, Japan, Korea, Taiwan and Malaysia.

It comes in the size of 10" and can be ordered in both vegetarian and non-vegetarian combinations. As a part of Domino's promotional offer, customers who buy a Double Cheez Crunch Pizza will get the second pizza at a 50 per cent discount.

Domino's Pizza India Limited, which is the master franchisee for India, Nepal, Bangladesh and Sri Lanka, is promoted by Shyam and Hari Bhartia of the Jubilant Organosys Group (formally Vam Organic Group).

It opened its first Domino's Pizza store in India in January 1996, at New Delhi. Today Domino's Pizza India has grown into a countrywide network of stores, with a team of over 2,000 people.

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