MAM
Domino’s launches a new journey as your joyful companion
Mumbai: Domino’s journey in India, as it unveiled a strikingly vibrant new look, capturing the essence of being more than just a brand – it’s a companion for every joyful moment. This transformation is not just skin-deep; it’s the embodiment of an old friend, reimagined in an exciting new avatar.
Introducing its dynamic brand campaign, ‘It Happens Only with Pizza’ (IHOP), Domino’s has strategically tapped into the pulse of India’s youth. Across the diverse mosaic of Indian cultures, young people universally find that amidst life’s every tension or celebration, if one gets to eat a good meal, the mood gets further elevated. And what if that meal happens to be a slice of delicious pizza? This insight has shaped Domino’s relaunch – a fresh, youthful, and vivacious persona that resonates with the trends and insights of today’s generation.
On this occasion, Jubilant FoodWorks Ltd MD & CEO Sameer Khetarpal shared his insights: “While Domino’s is a leader in the pizza category, through ‘It Happens Only with Pizza’, we intend to target consumers’ mindshare to gain and grow share of pizza occasions. Out of 1000 meal occasions in a year, pizza is consumed only thrice. A 360-degree communication, including stores and delivery boxes, brings the experience in an integrated manner, allowing Domino’s to gain a share of occasions in a $51 billion foodservice market, where pizza is just $ one billion.”
At the heart of this brand revitalization is the IHOP campaign, designed to infuse Domino’s with an energetic and dynamic flair, particularly appealing to Gen Z and young millennials. This initiative forms a cornerstone of Domino’s “Brand Relaunch” campaign, encompassing a fresh packaging design and a comprehensive brand overhaul. The aim is clear: to position Domino’s as the ultimate choice for creating memorable experiences and fostering connections, all centred around the shared love for pizza. Consumers can rest assured, that the Domino’s Pizza they know, and love remains unchanged – it’s the same magical recipe, now wrapped in a more vibrant and youthful presentation.
Domino’s has also brought alive 3D anamorphic billboards in Delhi for the first time in the QSR industry. This visual spectacle will feature larger-than-life representations of key IHOP moments, mirroring the new packaging design to enhance brand recognition.
Sandeep Anand, EVP and CMO at Domino’s India, echoed this excitement: “We’re thrilled to embark on this transformative journey with our customers. This evolution reflects our commitment to staying dynamic and relevant, responding to the ever-changing preferences of the youth. This rebranding goes beyond aesthetics; it’s about creating lasting brand memories that resonate with fun, freshness, youthfulness, and vibrancy. Elements like our eye-catching 3D Anamorphic Billboard and our catchy brand anthem are set to create an unprecedented brand recall.”
This comprehensive activation serves as more than just marketing – it’s a narrative about the unique moments that are elevated by the presence of pizza. Amplified through strategic social media channels, this campaign is designed to maximize engagement and reinforce Domino’s position as the top culinary choice.
AD Agencies
Havas Media Network India names Archana Aggarwal chief growth officer
The appointment comes as the network accelerates its integrated, data-led push across one of its top ten global markets.
MUMBAI: Havas Media Network India is moving fast, and it wants someone who can move faster.
The network has appointed Archana Aggarwal as chief growth officer, tasking her with driving the new business agenda and deepening client partnerships across Havas Media, PivotRoots, Havas Play and Arena Media. Based in Gurugram, she will report to Mohit Joshi, chief executive of Havas Media Network India.
Aggarwal arrives with more than two decades of media and marketing experience, most recently as vice-president of media at Airtel, where she led integrated media strategies tied to shifting consumer behaviour and business outcomes. Before that, she worked across some of the world’s most demanding marketing accounts, including P&G, Unilever, L’Oréal, Coca-Cola, the Diamond Trading Corporation and Airtel, spanning FMCG, telecom and the broader marketing ecosystem. She is noted for her command of emerging platforms, including connected TV, AI and the metaverse.
Rana Barua, group chief executive of Havas India, South-East Asia and North Asia, framed the hire as timely. “India continues to be a critical market for Havas globally and is among our top ten markets worldwide,” he said, noting strong momentum across the network’s integrated model and growing client partnerships. “Archana’s appointment comes at a pivotal time as we continue to scale our capabilities and accelerate growth.”
Joshi was equally direct. “Her deep understanding of consumer behaviour and proven ability to translate insights into business outcomes will be instrumental as we continue to scale our integrated, data-led capabilities across agencies,” he said.
Havas Media Network India currently serves more than 100 clients and employs over 1,000 professionals across Gurugram, Mumbai and Bengaluru. The network’s growth engine runs on Converged.AI, its proprietary operating system that brings together data, technology and human insight under the global vision of “Growth Powered by Desire.”
Aggarwal, for her part, called the opportunity compelling. “The chance to drive growth across a diverse and integrated ecosystem is exciting,” she said. “I look forward to working with the teams to deliver meaningful impact for clients.”
In a market where media fragmentation is accelerating and clients are demanding cleaner proof of return, Havas has hired someone who has sat on both sides of the table. That, in itself, is a statement of intent.
