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Indian Scenario of Pizza Hut

Pizza Hut launched a three-ad campaign in India featuring arranged marriages to appeal to Indian consumers. The first ad shows a couple getting to know each other over pizza on their arranged first meeting and deciding to marry. The second ad shows the bride's father cheering her up before her wedding by buying her favorite pizza from Pizza Hut. The third ad features the groom treating his new in-laws to Pizza Hut pizza instead of money after a wedding tradition. The ads aim to present Pizza Hut as a place for new relationships to begin over sharing pizza.

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Devanshi Kashyap
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35 views4 pages

Indian Scenario of Pizza Hut

Pizza Hut launched a three-ad campaign in India featuring arranged marriages to appeal to Indian consumers. The first ad shows a couple getting to know each other over pizza on their arranged first meeting and deciding to marry. The second ad shows the bride's father cheering her up before her wedding by buying her favorite pizza from Pizza Hut. The third ad features the groom treating his new in-laws to Pizza Hut pizza instead of money after a wedding tradition. The ads aim to present Pizza Hut as a place for new relationships to begin over sharing pizza.

Uploaded by

Devanshi Kashyap
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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INDIAN SCENARIO OF PIZZA HUT

Gone are those days when the girl and the boy in an arrange marriage scenario would meet under
the strict supervision of their respective parents or limit their interaction to phone calls. Pizza Hut
restaurants can now provide an uninhibited and secure environment for two people to get to
know each other, with the consent of their parents of course.
Or at least, that's what PepsiCo group company Tricon would like us to believe. The three-ad
series on Pizza Hut, through its central idea of an arranged marriage, tries to strike a special bond
with the Indian consumers. The first ad in the series shows how the prospective bride Nandini
and the groom Tushar get over their initial apprehensions and win each other's approval during
the course of their first meeting at a Pizza Hut restaurant. They decide to get married.
In the second ad, we see a newly married Nandini breaking down at the time of her vidaai
(when the bride leaves her father's home for her husband's place). Her father cheers her up by
buying her her favourite pan pizza from Pizza Hut. The third ad has Tushar treating his sisterin-law and her many friends to pizzas, in lieu of his shoes (which they must have hidden as part
of the joota chhupai ceremony). Instead of giving them money, he gives them a treat at Pizza Hut
- which obviously works out cheaper ('sasthe mein chhooth gaya!').
"Pizzas are the new age food in India, a country of age-old traditions," pat comes the reply from
Subroto Pradhan, associate vice-president and client services director, HTA, Delhi. "In the
cosmopolitan atmosphere of today, sometimes this tradition lends itself to a new age version. It's
something like a blind date. The two people involved don't know each other and are unsure about
the relationship they want to start. There is this initial awkwardness, the insecurities. Then the
moment of truth - the arrival of the pizza in it's mouth-watering glory. It involves sharing (which
is very unique to pizzas) and makes the two of them let their guards down and just be
themselves. And the sharing of the last slice marks the beginning of the relationship."
The other thing is that the arrange marriage concept helps build positive associations with the
brand. "The communication task was to open a window into the Pizza Hut restaurant. The
creative thought was based on a simple premise that at Pizza Hut 'every pizza is a bonfire'. The
first commercial captures this against the backdrop of an arranged marriage scenario," explains
Ritu Singh, copy supervisor, HTA, Delhi.
Commenting on the second ad, Maneesh Rangra, account director, HTA, Delhi, says, "The idea
was to present the brand's pizza credentials in a way that underscores the brand's expertise in
consumers' mind - to elicit trials from people who have never tried the brand." In this ad
'indulgence' is the crux of the creative idea. An indulgence of such proportions that the newly
wed bride (Nandini) even forgets her groom (Tushar) for a while. This has been done keeping the

continuity factor (between the first and second commercial) in mind. "The proposition was
simple - 'pan in duniya out'," explains Anil Ghildial, creative director, HTA, Delhi.
The need to communicate that a Pizza Hut pizza is really not that expensive without
compromising on the brand's superiority, became the central idea for the third ad.

COMPARISON OF PIZZA

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