MAM
Domino’s redefines the pizza experience with its revamped ‘Viva Roma’ range
Mumbai: Domino’s Pizza, India’s largest pizza chain, has revamped its delectable range of gourmet pizzas – Viva Roma. The new range of irresistible pizzas offers an indulging touch of gourmet and elevates the dining experience of the consumers.
The revamped Viva Roma range features 5 premium pizzas, topped with a mix of scrumptious toppings, succulent cheese like Bocconi, Mozzarella, Cheddar and Spicy Ghost Pepper, and a sauce made from the finest tomatoes of Italy. The flavourful toppings combined with delightful garnishes on a crisp thin-crust base make for an appetizing Italian Gourmet pizza experience. Building on the success of the original Viva Roma range, Domino’s has meticulously crafted an updated menu reflecting the evolving tastes and preferences of its discerning customer base. The revamped Viva Roma range is a testament to Domino’s commitment to delivering exceptional quality and innovation in every slice.
Talking about the Gourmet range, Domino’s Pizza EVP & CMO Sandeep Anand said, “As a brand, we are constantly pushing the boundaries when it comes to innovation in pizzas. Keeping in tune with this spirit of Domino’s, we are delighted to announce the unveiling of our much-loved revamped Viva Roma range of Pizzas. Domino’s Viva Roma range focuses on premium ingredients, bold taste, and authentic Italian flavours, we believe the revamped range will redefine pizza indulgence and delight our loyal customers.”
The refreshing new range exemplifies menu diversification and is sure to elevate the entire pizza experience of consumers. With this delightful launch, the new Viva Roma range is coming with a surprise—Yes, Domino’s is literally taking people to Rome with its exciting “Ticket To Rome” contest. To participate, the contestants need to share an image of their Gourmet Pizza Bill from Domino’s along with an Italian word that describes the pizza-eating experience. Basis the participation, there will be two fortunate winners who will each receive a one-way ticket to Rome. The contest will go live on the 10th of December 2024. The revamp range is available to order at the Domino’s restaurant in Delhi, NCR, Mumbai, Bangalire, Chennai, Pune only or through the Domino’s app with an exciting offer of Flat Rs. 300 off on a minimum order value of Rs 1500.
MAM
Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
