Arshad Warsi missing from Domino’s new TVC

Domino’s Pizza has come out with a TV commercial for its new product, the Sicillian Wheat Treat Pizza. Domino’s brand ambassador, Arshad Warsi, who featured in the campaigns for the Cheese Burst Pizza, does not feature in the new TVC.

Dev Amritesh, vice-president, marketing, Domino’s Pizza, says, “Yes, Arshad Warsi is not in the new TVC. The reason is that we are still in the process of discussing and finalising the deal for extending our contract with him. So, no speculation or conclusions should be drawn on Domino’s going in for a new brand ambassador.”

Amritesh adds, “But our TVC for the new product does pursue and reflect the humorous element that was evident in all our previous campaigns.”

Banners and one to one consumer interaction activities will be undertaken in all Domino’s Pizza shops. Talking about the market share and growth of Domino’s Pizza, Amritesh says, “Currently, with 65 per cent market share, we are the leaders in the home delivery segment. The pizza market is worth Rs 500 crore at present, and we enjoy a market share of 45 per cent.”

Domino’s Pizza has around 190 outlets across the country. In a bid to capture a larger share of the pizza segment, which is estimated to be worth Rs 700 crore by 2009, Domino’s is all set to open up more outlets in cities such as Surat, Panipat, Thiruvananthapuram and Jammu.