Ogilvy creates Pizza Hut's new brand campaign

Pizza Hut, has launched their latest brand campaign. With the launch of this campaign, Pizza Hut has announced its partnership with their new creative agency Ogilvy & Mather. Ogilvy & Mather will support Pizza Hut’s future brand and marketing communications and has conceptualized the new TVC and campaign message with a tongue in cheek theme of ‘Size Matters’. The TVC highlights the newly super-sized Pan Pizza which is now 23% bigger! Pizza Hut with its Bigger Pan Pizza offering ‘more for same’ takes the dining experience to the next level, literally giving consumers a bigger reason to hang out with their family & friends.

The TVC which went on air on 15th August 2013 kick started the 360 degree campaign for The Bigger Pan Pizza to reinforce Pizza Hut’s constant innovation and new products that offer customers variety, quality and value like no other brand.

The new commercial is about a group of friends enjoying at Pizza Hut. A Bigger Pan Pizza is served and the boys are shocked as they had ordered a medium Pizza. The boys start fretting over the bill while the girls are enjoying the bigger pizza. Later the boys are pleasantly surprised as they are billed for medium Pizza only. Then with a little concern the girl asks the guy, “bill bada…?” And the guy replies confidently, “Arre bill nahi, dil bada hona chahiye!”

Speaking about the campaign, Sandeep Kataria, Brand General Manager & CMO-Pizza Hut India said,
“Pizza Hut strives to give diners a great experience over delicious food. In the times of rising prices and inflation we are leaving no stone unturned to cushion the effect of that on our consumers by offering the best pizza at the best value #Size matters! We now have  Ogilvy & Mather on board and with their partnership we have brought alive the Bigger Pan Pizza size message in a humorous slice of life way in the TV ad which consumers will enjoy and relate to.

On the partnership with Pizza Hut and the thought behind the new TVC Campaign, Executive Creative Director, Ogilivy & Mather – Ajay Gahlaut said “It’s always good to be associated with a big brand like Pizza Hut. It’s our privilege to be working yet again with the Yum group after having a long association with brands like KFC and Taco Bell. The food category has always been very challenging and competitive and with Pizza Hut on board we look forward to a whole lot of good and exciting work ahead. The new TVC idea is based on a very simple insight of consumer minds- the shock/surprise of getting more than you had wished for. It’s a perfect fit for Pizza Hut’s Pan Pizzas that have become 23% bigger at the same price. The film captures and reflects the consumer reaction to the new size change. The film has a young vibe to it which is very relatable and is sure to bring a smile on everyone’s face”.

The new Bigger Pan pizza is available across all Pizza Hut stores as well as all Pizza Hut Delivery outlets present across the country. To place your order call 39883988.

TVC Details
Duration: 30 seconds                
Language: Hindi                      
Creative Agency: Ogilvy & Mather 
Creative:
Ajay Gahlaut, Executive Creative Director
Krishna Mani, Senior Creative Director
Pulak Bisht, Senior Creative Director
Neha Bhatia, Copy Supervisor 
Account Management:
Kapil Arora, President – Branch Head, Ogilvy North
Antara Suri, Vice President - Client Services
Parul Madaan, Account Director
Dhruv Maithani, Senior Account Executive       
Production House: Corcoise Films