NEW DELHI: Tricon Restaurants International's Pizza Hut has rolled out a
US$1.6 million television advertising campaign in India, which
associates its pizzas with good times.
The "Good times start with great pizzas" campaign revolves around the
concept of pizza as food to be shared. The campaign associated the idea
with sharing in marriage and life-long commitments.
India's largest advertising agency Hindustan Thomson Associates (HTA)
developed the campaign,which is running on movie and entertainment
channels such as Home Box Office, Star Movies, Star Plus, Sony
Entertainment and Set Max.
In the ad, a girl places an order for a cola and a salad, while her
boyfriend asks for a pizza. As the waiter takes their orders and
disappears, the boyfriend muses, "What, she doesn't like pizza?" But the
girl relishes the pizza, and when it comes to the final bite, he asks:
"Would like to share?". She replies: "Do you want to share pizza or our
lives?"
A Tricon India representative said: "A burger may not be shared, but a
pizza can. Our main aim is to highlight this through youth yet not
alienating families." The TV campaign comes hard on the heels of a
series of recent promotional efforts by Pizza Hut, including freebies,
direct mailers, print and outdoor advertising.
Pizza Hut has 19 outlets in India. Tricon also owns Kentucky Fried
Chicken (KFC) and Mexican food outlet Taco Bell but had to close KFC in
India as a result of heavy losses.
