Pizza Hut launches new advertising-campaign to celebrate 15 years in India

Some interesting statistics to chew on - India is one of the fastest growing branded restaurants markets in the world, where the organised eating-out market is estimated at US $ 2 billion and growing at a CAGR of 25%.

In this space, Pizza Hut with its first-mover advantage is one of the largest casual dining chain brands spread across 130 plus outlets in 34 cities, which is projected to go up to 250 outlets by 2015. To celebrate the completion of its 15 years in India, the American restaurant chain is launching its new advertising-campaign.

The campaign has been conceptualised by JWT India and is a 2-film campaign to begin with, which would subsequently move to other mediums like digital, in-store as well.

Talking about the new campaign, Jaideep Mahajan, Vice President & Executive Creative Director JWT Delhi, "People who have been visiting the brand-outlets have also grown up over the ensuing 15 years, and this campaign traces their journey in a light-hearted and emotional manner. It reiterates how minor fights got resolved thanks to the irresistible taste of Pizza that they had/have here."

The execution of the films, he adds, is based on the premise of "My first pizza and the narration of the first pizza experience at the outlet and what got him there." The tonality and the mood of the communication have been kept very real right from the situations to the models used - for instance the parents in one of the TVCs played by the familiar Rajit Kapoor and Shernaz Patel or the boy-girl characters in the other TVC.

Elaborating on the 15 year long journey of the brand Sunay Bhasin, Marketing Head, Pizza Hut India says, "When we began our journey in India 15 years back, we were known for our Pizzas, garlic breads and masala lemonades. But the journey we embarked on to become an affordable casual dining restaurant, has driven us to diversify our offerings. Today on offer is a wide array of dishes to choose from, pastas, skewers, shakes, mojitos, salads, gelatos, cheesecakes, over and above pizzas that we known for."

The journey had started in 1996 when the brand had opened its first outlet in upmarket Bengaluru (then Bangalore). Though Bhasin is not ready to share specific details on what may be on offer in the coming year, he says, "As a brand, our aim is to strengthen our position in the affordable casual dining restaurant space."