Domino’s India has reinvented its brand identity, launching the ‘It Happens Only with Pizza’ (IHOP) campaign. This initiative marks a significant shift in the company’s strategy, aiming to resonate deeply with India’s youth. Domino’s transformation goes beyond a mere facelift; it’s a complete reimagining of the brand as a vibrant, youthful companion in every slice of life.
Understanding the Cultural Fabric
Domino’s new campaign is a masterstroke in understanding the cultural pulse of India’s diverse youth. Recognizing that food, especially pizza, plays a pivotal role in elevating moods during various life moments, Domino’s has positioned itself as the go-to brand for creating joyous experiences. This insight is the driving force behind the brand’s rejuvenation, aligning perfectly with the contemporary trends and preferences of today’s generation.
Expanding Market Share in a Billion-Dollar Industry
Sameer Khetarpal, MD & CEO of Jubilant FoodWorks Limited, highlights the ambitious goal of the IHOP campaign. With pizza being a choice in merely three out of a thousand meal occasions annually, Domino’s aims to capture a larger share of these moments. The campaign is a comprehensive effort to integrate the Domino’s experience across various touchpoints, aiming to carve a significant presence in the $51 billion foodservice market, where pizza currently holds a $1 billion share.
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Captivating Gen Z and Millennials
At the core of Domino’s brand revitalization is the IHOP campaign, tailored to appeal to Gen Z and young millennials. This initiative is a critical element of the “Brand Relaunch” campaign, featuring fresh packaging and an overall brand makeover. The objective is clear: to establish Domino’s as the quintessential choice for memorable experiences and connections, all revolving around the universal love for pizza.
3D Anamorphic Billboards Set New Standards
In a first for the QSR industry in Delhi, Domino’s has introduced 3D anamorphic billboards. These billboards are a visual marvel, showcasing key IHOP moments in a larger-than-life format, mirroring the new packaging design to boost brand recognition.
Sandeep Anand Shares the Vision
Sandeep Anand, EVP and CMO at Domino’s India, expresses enthusiasm for this transformative journey. The rebranding reflects Domino’s dedication to staying dynamic and relevant, especially to the youth. This evolution transcends aesthetics, focusing on creating enduring brand memories characterized by fun, freshness, youthfulness, and vibrancy.
Maximizing Engagement Through Strategic Channels
Domino’s comprehensive activation is a narrative about unique moments enhanced by pizza. Leveraging strategic social media channels, the campaign aims to maximize engagement and solidify Domino’s as the premier culinary choice.
