Magic times: ‘Pizza Hut’s’ new offering

‘Pizza Hut’, a one-of-its-kind casual dining restaurant, has come up with yet another marketing campaign, catering to its base of teenagers and college-goers.

KFC and Taco Bell are some of the household names which come under Yum! Brands Inc, It also has ‘Pizza Hut’ as one of its brands.

‘Pizza Hut’ is the World’s largest pizza chain with over 12,500 restaurants across 91 countries.

It made its inception in India in 1996 with a dine-in restaurant in Bangalore. And in 15 years has 140 restaurants across 36 cities, including Delhi, Mumbai, Chennai, Chandigarh and Hyderabad.

‘Pizza Hut’s’ advertisement strategy has always been well thought out and revolves around an occasion to be celebrated with its pizzas. They have showcased Indian family’s togetherness, which highlights core Indian values and the get together centers around the pizza. In line with the palate of an Indian customer, ‘Pizza Hut’ has always been innovative and has come up with incredible and innovative toppings like Chicken tikka, Spicy korma and various tandoori delights. It is this ingenuity that has seen ‘Pizza Hut’ dominate the Pizza industry in India.

‘Pizza Hut’s’ commercials have always been a comic caper but the product has always been effectively evinced. So, in its latest offering with a tagline of ‘Magic Times’ meals, ‘Pizza Hut’ has tried to bring quality and quantity together without burning a hole in the consumer’s pocket.

The TV Commercial, which is of 35 seconds duration, has a college boy practicing excuses in front of the mirror on “how to avoid giving treat to his friends” because he has passed the exam (something an average middle-class urban teenager can relate to). But coming to know of Magic Times meals, he takes his friends to ‘Pizza Hut’ and jumps at the bill in the end. The Unique Selling Proposition (USP) of ‘Pizza Hut’ has always been the true factor i.e. audience relating it to their situations in their life, and this commercial gives credence to it.

Magic Times meal is a 3-course meal starting at Rs. 99 per person. It consists of a smorgasbord of 11 meal options ranging from delectable pastas and pizzas with a variety of vegetarian and non-vegetarian toppings to go with it. Furthermore, it can be doubled with a platter of exquisite garlic bread with melted butter or mozzarella cheese. And to round it up, one has an option of teaming this all up with mocktails and ice-cream. Mouth watering, isn’t it?

The campaign is targeted at an audience in the age group of 15-24 years but in the times of recession, where families are looking at affordable places to eat out, Magic Times meal fits the bill for them as well. The commercial was first aired in May, when the Board results and College results were declared and also it being the time of summer holidays, the timing of the launch was favorable for ‘Pizza Hut’.

The commercial is funny and has a mass appeal. It doesn’t go over the board and markets the product effectively. Already a leader in the Pizza segment in India, the new campaign is surely going to strengthen the position of ‘Pizza Hut’ and add to its customer base.

Aatish Sharma

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