From delivering happiness to strengthening relationships, Domino’s Pizza India unveils new brand positioning “Yeh hai rishton ka time”
India’s Pizza Delivery expert and market leader in the organized pizza home delivery segment announced the launch of their new brand positioning campaign “Yeh Hai Rishton Ka Time”. After spending four years with the emotional proposition of Happiness Home delivered- ‘Khushiyon ki Home Delivery’. Domino’s Pizza endeavours to deepen the engagement with consumers, through its new brand positioning that focuses on relationships and bonding.
Commenting on the new brand positioning campaign and tag line Mr. Ajay Kaul, CEO Jubilant FoodWorks Limited said “
After the successful run with our emotional positioning of ‘Khushiyon ki Home Delivery’, we believed it was time to take the consumer connect with the brand to the next level and hence this new positioning of Yeh Hai Rishton ka Time. We believe that it will help us continue the growth momentum and take the brand to the next level.”
Adding his thoughts on the brand’s repositioning, Mr. Harneet Singh Rajpal, Vice President, Marketing – Domino’s Pizza India said, “When we moved from ‘Hungry Kya’ to ‘Khushiyon ki Home Delivery’ in 2008, we took the first step in our transition from a functional fulfillment brand to an emotionally connected one. After four years of a fantastic run with this positioning, we felt it was time to evolve and anchor the brand in a deeper level of emotion. During this period, happiness sans emotion became diffused as more than 30 brands now have ‘happiness’ in their positioning statement. We now want to delve into a space and proposition which we can uniquely own. Our new positioning statement ‘Yeh Hai Rishton ka Time’ replays the fact that Domino’s time is the time which people spend together in a casual and informal way and it leads to the bonds, that people share, becoming stronger, warmer and more livelier.”
He further added, “The new positioning Yeh Hai Rishton ka Time would take us to a new level of emotional connect so that the engagement with the consumer is deeper and more enduring. Our constant emphasis with our brand repositioning would be to enhance and evoke happy memories of our consumers.”
The Campaign “Yeh Hai Rishton Ka Time” is conceptualized by Contract Advertising.
This new campaign would be supported by a Television Commercial and in store print elements like DHs, BTs, Translites, Banner, Bike Back, Hoardings, new brand website, promotion on social media etc.
About Jubilant FoodWorks Limited
Jubilant FoodWorks Limited (JFL) is part of Jubilant Bhartia group and India’s largest food service company, with a network of more than 500 Domino’s Pizza stores (as of 30th August, 2012) across 110 cities. JFL & its subsidiary operate Domino’s Pizza brand with the exclusive rights for India, Sri Lanka, Bangladesh and Nepal. The Company is the market leader in the organized pizza market with a 55% market share and 70%+ share in the Pizza home delivery segment in India (as per Euro monitor report 2012).The Company also has exclusive rights for developing and operating Dunkin’ Donuts restaurants for India and currently has launched 5 Dunkin’ Donuts restaurants in India (as of 6th October, 2012).