MxMIndia

Tag: Pizza Hut India

  • Xaxis claims 10-day pilot gets 2,000 responses, boosts intent to purchase

    Xaxis conversational ad campaign for Pizza Hut a hit with consumers

    By Our Staff

     

    Xaxis, GroupM’s Outcome Media Company, has announced that its voice-activated conversational ad campaign for Pizza Hut India has increased customer engagement by 8.29% over 2 weeks and led to a surge in order volumes. Note: MxMIndia has not verified this data claim and other data claims in this report.

     

    Xaxis Creative Studios (XCS) created voice-activated conversational ads, engaging listeners in a dialogue to drive awareness of Pizza Hut’s Buy One Get One (BOGO) offer. The interactive audio content generated more than 2,000 responses from 60,000 impressions during a 10-day pilot. XCS accessed advertising inventory on the Gaana music app and used voice-activated artificial intelligence (AI) advertising technology to help handle conversational elements. XCS also ran A/B tests to measure the effect of generic campaign creative elements vs. creative focused on dinnertime. The overall voice-engagement rate saw an 8.29% increase.

     

    Said Neha, Chief Marketing Officer, Pizza Hut India: “Pizza Hut has been at the forefront of experimenting with innovative marketing formats that resonate with our millennial-minded audience, and I am thrilled to see that our voice-activated BOGO campaign has received such an excellent response. Kudos to the Xaxis team for perfectly conceptualising and implementing it. I look forward to working with them on many more exciting projects going ahead.”

     

    Added Prasanth Kumar, CEO, GroupM South Asia: “Conversational ads are still in the nascent stage in India,” “Pizza Hut expressed its openness to leverage the expertise of Xaxis Creative Studios and use two-way conversational audio ads to reach its target audience. With conversational audio ads, there is an opportunity for brands to craft a targeted and personalized customer engagement strategy. The results of this campaign are proof that our insight-driven approach and expertise drive impactful and measurable outcomes for the client.”

     

  • Reveals the bright side of things amid growing impatience towards staying at home

    Pizza Hut unveils #QualityTimeNotQuarantine ad campaign

    By A Correspondent

     

    Pizza Hut has launched its #QualityTimeNotQuarantine initiative that urges people to be optimistic while staying at home and appreciate the extra time that they have got with themselves and family during this time of crisis.

     

    Sharing her thoughts around the initiative, Neha, Marketing Director, Pizza Hut India said: “This story has two parts, the first part of the crisis is extremely important and serious as millions of people across the world are locked down in their homes to play their part in these difficult times. But there’s also been an unexpected second part, a positive, brighter side. And that is the additional time that we all have discovered! Restart hobbies, have meals in leisure, spend time with loved ones or maybe just more ‘me’ time and enjoy moments that were lost due to the daily rigor of routine.”

     

     

  • Pizza Hut is also launching an aggressive TV and digital campaign highlighting the offer

    Pizza Hut offers pan pizzas starting at Rs. 99

    By A Correspondent

     

    Pizza Hut has announced the launch of ‘Wow Everyday Value’ accompanied by a TV and digital campaign created by Ogilvy.

     

    Commenting on the announcement, Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said: “Ever since Pizza Hut entered India, customers have consistently given us a lot of credit for serving the tastiest pizzas and giving them a great experience. No surprises that we have been adjudged as the Most Trusted Brand by a reputed media house for the 13th time in a row.

     

    With changing times, the needs of consumers have also changed, with pizzas evolving from being just a special occasion treat to an everyday home meal replacement.”

     

    Talking about the launch of the advertising film, Gaur added: “IPL is a very critical time for brands to invest and dial-up visibility. That brings in immense clutter, making it imperative to come up with unique and distinctive creative route for high customer recall. Breaking the norm of traditional category advertising was our key motivation behind introducing ‘Agent Pizza’ and we are confident that his character will make the film stand-out from the rest.”

     

    Said Kapil Arora, President – Ogilvy Group Companies, North at Ogilvy & Mather: “In the world of Pizzas, where value often comes at the cost of quality, Pizza Hut is the exception. With its Wow Everyday Value offering, consumers can now feast on the tastiest pizzas, at an accessible Rs 99 price point. Naturally, that makes Pizza Hut the destination of choice for pizza lovers. Our communication simply dramatises the same.”

  • Breaks QSR advertising clutter to impactfully engage millennials

    Pizza Hut strengthens its content strategy with new ad film

    By A Correspondent

     

    Pizza Hut is back with a new brand film for millennial netizens that will be launched exclusively on digital platforms. Aimed at breaking the clutter when it comes to predictable QSR category advertising, Pizza Hut will use humour-based content delivered innovatively via digital platforms to reach and engage with audiences.

     

    Commenting on the thought behind the film, Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said: “Taste is the biggest driver in our category and we take pride in serving the best, the freshest and the tastiest pizzas to all the pizza lovers in the country. We wanted to make a fun film that highlights the distinctive aroma of Pizza Hut pan pizzas in an interesting way. This ad not only achieves that objective, but also enhances it with the element of a surprising twist at the end, that successfully piques viewers’ interest and makes it memorable. We hope our differentiated content strategy and digital push will spur conversations around the film amongst netizens. This is a first of many more films we will be launching going forward, given that millennial audiences are highly invested when it comes to consuming video content online.”

     

    Added Kapil Arora, President – Ogilvy Group Companies – North about the film: “What’s the precursor to a lip-smacking, delicious pizza from Pizza Hut? It’s irresistible aroma! One which entices your taste buds, in anticipation of the treat to come. We decided to dramatise that very enticing aroma of the tastiest pizzas, in this campaign. Taking on stereotypical, fake deodorant and toothpaste attraction stories, we contrasted the magnetic pull of irresistible pizzas from Pizza Hut at a fabulous price as the real deal.”

     

     

  • Varma will be based in Pizza Hut APAC headquarters at Singapore

    Yum! elevates Unnat Varma as MD, Pizza Hut Asia Pacific

    By A Correspondent

     

    Pizza Hut International announced that Unnat Varma, Managing Director, Pizza Hut India Subcontinent has been elevated to the position of Managing Director, Pizza Hut Asia Pacific effective January 1, 2019. In his new role, he will be responsible for steering Pizza Hut to the next phase of growth across the Asia Pacific region. Varma will be based in Pizza Hut APAC headquarters at Singapore and will report to Vipul Chawla, President, Pizza Hut International.

     

    Varma joined Yum! in February 2006 and was elevated to Director Marketing, KFC, India Subcontinent in 2008. In February 2011, he took over the role of General Manager – Taco Bell and was responsible for launching the brand as the next growth engine for Yum! in India.

     

     

  • Baaash Digital will be responsible for digital creative output

    Ventureland Asia to enhance online marketing strategy for Pizza Hut in India

    By A Correspondent

     

    Pizza Hut has brought on board Ventureland Asia to enhance its performance and online marketing strategy in the Indian market. Ventureland Asia will collaborate with Baaash, the digital communication and content division company of the Creativeland Asia Group.

     

    Prashant Gaur

    Commenting on the appointment of Ventureland Asia, Prashant Gaur, Chief Brand Officer, Pizza Hut India said: “We were looking for a partner that could understand our business goals and align the same with our marketing objectives. Going forward we will be keeping a digital-first approach at the centre of our marketing strategy and it was crucial that we find a company that displays the competencies to partner with us. We are excited to have found the right combination of business understanding, digi-tech capabilities, culture and conviction in Ventureland Asia and delighted to appoint them as our performance and digital marketing partner.”

     

    Sajan Raj Kurup

    Added Sajan Raj Kurup, Founder & Chairman, Creativeland Asia Group who set up Ventureland as the investment arm for the group last year: “Ventureland Asia’s Advisory service sits at the cusp of creativity, marketing and business consultancy. Bringing together, diverse skill-sets to create both, brand & financial value to the business of our clients.While marketing consultancy firms today are striving hard to add value by forward integrating to design and creative solution, as seasoned creative solution providers, we have seamlessly reverse integrated the ability to articulate problems and finding innovative business solutions for brands.”

     

    On the recent win, Srijib Mallik, CEO, Ventureland Asia said: “Young India is consuming life in unexpected ways. Our mandate with Pizza Hut is at the cusp of four of these changing consumption vectors because it is food plus lifestyle plus entertainment plus digital. We are excited to partner with this iconic brand and delve into the future of the Indian palate, with customised consumer insights that will end with branding and communication.”