MUMBAI: Domino‘s has launched a new communication campaign for its Pizza Mania range, offering the perfect way to celebrate small moments of joy such as one‘s ‘pehli kamayi‘ (first salary). The campaign builds on the euphoria around celebrating one‘s first salary with loved ones, with Domino‘s Pizza Mania, priced at Rs 44.

The campaign which is supported by two new TVC’s is an extension of the "Yeh Hai Rishton Ka Time" brand positioning. It revolves around the theme of making small occasions in life more memorable. Aimed at connecting with young consumers, Domino’s has re-introduced the delicious Pizza Mania range, promising to be the “best finger-licking” option to celebrate with family and friends without worrying too much about the cost.

Domino‘s Pizza India VP marketing Harneet Singh Rajpal said, "Our brand has always been synonymous with happiness and creating time for strengthening relationships. This new campaign is built on the consumer insight the first salary that one earns in life, though small, is very special and memorable for self and one would want to do special things with it, like giving party to friends and family. Our affordable Pizza Mania range fits in the occasions and can make those moments more special. We hope that this new campaign serves as a trigger to celebrate small moments of happiness and create wonderful memories for our consumers."