An official release informs that the Domino’s Thin Crust launch will be supported by a major advertising campaign comprising television and print activity spread over a duration of 12-15 weeks. The campaign aims at reinforcing the USPs of Domino’s Thin Crust and reinforce Domino’s key propositions. These are home delivery, convenience at home and affordability.

The Domino’s new Thin Crust is a light and crunchy formulation, which is available in all sizes. As a part of Domino’s promotional offer, Regular Thin Crust is available for Rs. 39 with any Medium or Regular Pizza thus bringing a saving of Rs. 30 to Rs. 100 to the customers. In addition, the Regular Thin Crust comes free with any large pizza, states the release.

The company's CEO had these remarks to make about the product. "Domino’s Thin Crust is the result of our consistent effort to bring to our customers the best pizzas in the world. The Thin Crust is already a huge success in the US and we are confident that it would be a welcome delight amongst our Indian customers."