In an attempt to refresh the brand image, Pizza Hut has announced a new campaign starring YouTube influencer Bhuvan Bam, conceptualised by Creativeland Asia. The campaign slogan is Pizza Hut Javenge 99 Mein Khaavenge and is centered around a value offering that the brand has been giving out since it entered the Indian market in 1996 – offering pan pizza across its dine-in, delivery and takeaway channels at Rs. 99 and Rs. 199.
Directed by veteran ad filmmaker, Prahlad Kakkar and produced by Creativeland Pictures, a press release states that this is the first time a digital influencer stars as the main protagonist in an Indian TV commercial by a QSR brand. The nationwide campaign will run primarily on television and digital media.
“This campaign sets an entirely new tone for Pizza Hut. It highlights the craving that's triggered at the thought of a pizza. We particularly love the dance-step that was co-created with Bhuvan on the shoot set,” says Yashodhara Lal, marketing director, Pizza Hut India.
“In a world of insta-stories and TikTok videos today, where we are no longer just competing with other ads, brave new narratives are as important as grounded insights. Our brief was to conceptualise a campaign driving the 99 price point while keeping true to the brand’s promise of pizza experience. Pizza Hut Javenge 99 Mein Khaavenge, with Bhuvan Bam getting triggered by anything that remotely sounds like pizza is designed to keep both the price point and the brand top of mind.”, said Sajan Raj Kurup, founder and creative chairman, Creativeland Asia.
Joono Simon, chief creative officer and founder of Brave New World, a creative agency, feels that though the pitch here is clearly the "Rs.99" value proposition, it could also be an attempt to keep the outlet relevant in the age of food delivery apps. "The bizarrely eclectic film in itself is like a pizza; there is nothing that you can’t find in it. I guess when you’re not sure of what would tickle the brains of a generation that’s numbed by the constant bombardment of content, you throw everything into it," he says.
Simon opines that Pizza Hut is obviously targetting a young demographic who spend a lot of time on platforms like YouTube watching content. "They’re clearly betting on the insight that most YouTube subscribers trust influencer opinions over traditional celebrities. There's reasonable evidence to substantiate this as well. Whether we like it or not influencers are here to stay..." he says.
He also adds that in the case of any media trend (such as using influencers in marketing campaigns), one would have to go through the learning curve to fix the gaps, and only then will it evolve into a reliable marketing tactic that one can bet on - although with a certain degree of caution.
"With a boom in food delivery platforms, the heat in the kitchen has gone several notches up in the last few years. Although it was always a fiercely competitive industry, newer differentiators such as location intelligence and ultra personalised services will play a big role to determine who survives this battle," he signs off.