Wednesday, April 14, 2010

Pied Pizza Piper !

She is a beautiful, highly educated young girl who has grown up in the city. She has had all the comforts of urban life while growing up. She is a post liberalization young Indian - she has seen India change. She loves this change, but something bothers her all the time, “as India surges ahead, is Bharat getting left behind?”

She has is a vision and a weapon. Her vision drives her to leave the comforts behind and takes her to a small place in the hills. A weapon that she believes is potent enough to be the prime mover of the change that she wants to bring about.

What are the challenges that she is going to face and how will she overcome them....find out how she uses the Domino's Pizza Pied Piper to help her. See the film below.


64 comments:

Anonymous said...

Hey man Dev,

1. MGR, the late CM of Tamil Nadu, had come up with a similar idea to maintain higher levels of attendance in elementary schools with his "Mid-Day Meals" program or such. The concept was to entice poorer sections of society to send their children to school by providing free mid-day meals. I do not know when he started the program but for a fact, they were prevalent since the 80s, at least.

2. The children that you have used in your ad look ruddy and chubby and urban -- more India and less Bharat. They could be a bunch of upper middle class kids attending summer school in some rural area. Not sure if I was convinced with what you were trying to show (if I go by your write-up i.e. ........by the way, someone needs to have a chat with the casting director). These kids could be the progeny of the Digjam Man or the Raymonds Man (references from a different vintage, I know I know)....not exactly kids from a "Mr Bharat" Manoj Kumar movie.

3. What is the "theme" of this ad man -- I did not "feel" it yaar. All your previous ads had humor as the underlying "rasa" (one of our navarasas). I did not even "feel good" with this ad because Dominos was trying to do a Bharat Bala production and for me at least, Bharat Bala does not synch with the Dominos brand, man. I felt confused, almost cheated because I expected the usual, rib tickling situational humor packed with a solid punch line at the end (like "Khaiye na sir, sab khate hain" -- classic stuff. Khushiyon Ki Home Delivery in Garhwal/Himachal setting? I don't know man....). If you guys have changed your ad agency, you need to revert to your previous agency. It is almost as if Dominos is straying away from its fun, chirpy, family-friendly ads to some sort of a "social service" ad -- screw that man. If I wanted to see a social service ad, I'd watch Mile Sur Mera Tumhara (the classic one i.e. not the glitzier newer one). I want my old Dominos ads/messages/themes back man -- let's leave the social change stuff to Arundathi and Shabana and Mallika and the likes.

4. I am surprised that no leftist activist has raised their hackles yet by stating that "Dominos is encouraging kids to consume fast/junk food". I think you guys should look out for that jab to come from these jholawallas some day, man, especially when it concerns ads involving kids predominantly.

For all that you know, I may be in a minority as far as my opinion on this ad is concerned but I'd rather state it upfront than grin and say something nice that I may not believe in....

Sri

Anonymous said...

ha ha sri - we'll talk more about this later. dev

Anonymous said...

Dev,

Just to clarify...your ad with the Benares/Varanasi background was seeping with "asli Bharatiyata" -- it was consistent in its visuals, costumes, etc. You had a message that was family-friendly and cut across generations -- it was a very inclusive theme and not exclusive as most Indian ad campaigns tend to be -- "anyone not belonging to the creamy 18-49 demo can bugger off" kind of thing. It may not have had the hasya ras in it. However, it had all ingredients that were Indian man -- culture, respect, tradition, family, community, etc. It made Dominos an Indian entity/brand. Superb execution and consistency in conveying that message.

If I were to go by your write-up on your blog, I just felt that the execution of your message (in my opinion) in the Pied Piper ad did not entirely use all elements that you (Dominos), as a client, were intending to share. Plus, the female model you used was not exactly a "young girl" man -- she looked more like an aunty (sounds crude but someone's got to say it) da. My point of dissent is based on your write-up solely. I don't think your ad agency executed your vision to the 'T' -- it was like a poorly done pizza and as a viewer, I was grasping for clarity and consistency of theme/message. Your write-up on the blog was A-One but the execution left a lot to be desired. I wonder what your colleagues at Jubilant have to say about it. I hope they are not all a bunch of Yes-men and women. You need to have a few mavericks on board too ;-)

Sri

Dev said...

Sri

Hmmm thought about it, gotta diagree with you buddy ! I think what we have here is truly special - and yes, normally I'm very critical of our work ! But I hear what you are saying and I respect your view - just feel differently.

Anonymous said...

Dev,

I have been trying to poke holes at my assertions. Here goes:

1. I overthought/overanalyzed the ad. It was as if I was trying to dissect each and every element of the ad. While I stand by what I wrote at the time, the fact is, when the casual viewer is flipping channels and comes across this ad, it has a "feel good" vibe to it, no doubt. S/he does not have the interest nor the time to figure out what urban-looking kids are doing in a rural environment nor the fact that the teacher is an aunty (or not) but is an idealist, etc. If you just look at the ad as a casual observer, you feel "good". In that sense (and that, I concede is what finally matters) the Dominos brand is conveying dollops of warmth and feel-good vibes. Plus, if your target demo in the ad is urban, middle and upper-middle class folks, I really think the message is driven home to that demo. Not everyone in that demo is going to pick apart threads in this ad. This is like watching a typical masala movie -- one enjoys it by suspending logic to some extent, at least. Bottomline is, did one feel good/warm/fuzzy after watching the ad? The answer is a resounding "Yes".

2. I have mentioned about some of the ras'/rasas you guys have used over the years -- humor, of course has been predominantly used in most of your campaigns. Bharatiyta in the Benares ad was superb too. You have of course done something different in this ad with the whole Bharat Bala/feel-good/social worker concept. I think it is admirable that somehow your team is able to incorporate these disparate rasas in different campaigns. Of course, for guys like me who get a kick out of watching Govinda movies, it is the funny ads that strike a chord with their inimitable punchlines (Thakur, Tax man, Arshad, etc were all crisp man and I HAD To check them out several times over, on the internet). For me, the element of humor is so tied in with Dominos' brand image that other experiments by you guys do not "hit the spot", yaar. They are good, no doubt, but they do not reiterate the message of your brand and what I normally associate your brand (and my life) with -- 3Fs i.e. Food, Fun and Friends. Of course, what appeals to my demo (single, male professionals) may not necessarily be what Dominos is looking out for -- you guys may be targeting the young, family of four demo. In that context, I can see why you guys are experimenting with a portfolio of rasas to strike a chord with that target demo.

Just wish I could be a fly on the wall during your creative sessions.

Sri

Dev said...

Sri - probably this is not the right forum for me to talk more about what we do and why - but an important element that influences what happens in advertising is what is happening in the business. Advertising is a mere outcome of the strategic direction that is being taken on the brand. For whom, what, how and why changes and evolves over a period of time, and advertising has to follow :-). yes, its an extremely interesting process. Do u want to join advertising ?

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Penchant, India said...

Hello

Yet again dominos and its employees have proven to be incompetent and unethical. The same issue of points has risen again.Last month i had repeatedly complaint about extra money charged as no pending change returned, 45-1 hr taken for delivery, uppercrust coupons not delivered by points cut. Yet again the points are cut and coupons are not received. Your website clearly says within 1 week the coupons should come.

On 6th Dec 2010, M/s Vinita from dominos after 4 phone calls called and said she has updated my points and is sending the older points.I also got a call from some Mohinder pal singh who also assured all will be fixed, this is after numerous phone calls, i was also offered free food but no service.The initial points i received but after that its the same story. I same day redeamed 600 points and till date have not received them, points on the website our cut but not received. Its clear you people do this on purpose so that no benefit is given to the customer. I mean you people are crooks or extremely incompetent and stupid.

Its amazing how a company and its employees be so irresponsible. Last time when i complained about delivery,extra money charging and food missing, i got a call from Mr vikin manager from saket dominos and he assured me he will make sure everything goes fine and the same day when i ordered one of the items from the order was missing. he apologized and offered free pizza's your standard way of dealing with people.But after that 2 orders nothing has been missing thankfully. but for the last 5 years i have faced problems,

The same thing with the uppercrust points, on 6th dec 2010 miss vinita called me and assured me that points are sent and pending points added, i redeemed some points and now its been 2 weeks and they have not come. I mean you people are so irresponsible, same day you apologize and make silly claims and the same day the mistake is repeated.

Please tell miss vinita to call me and start giving excuses also mr Mohinder pal singh. You people are extremely incompetent and i will make sure dominos Michigan office is sent all these correspondence and they should also know how there brand name is being ruined by you people

I mean not returning change, late deliveries, food missing, coupons not being delivered after repeated complaints.

God save you and i can assure you this will also go in press and can also assure you that offering a free pizza will not help you this time.

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Penchant, India said...

Hello

Yet again dominos and its employees have proven to be incompetent and unethical. The same issue of points has risen again.Last month i had repeatedly complaint about extra money charged as no pending change returned, 45-1 hr taken for delivery, uppercrust coupons not delivered by points cut. Yet again the points are cut and coupons are not received. Your website clearly says within 1 week the coupons should come.

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Please tell miss vinita to call me and start giving excuses also mr Mohinder pal singh. You people are extremely incompetent and i will make sure dominos Michigan office is sent all these correspondence and they should also know how there brand name is being ruined by you people

I mean not returning change, late deliveries, food missing, coupons not being delivered after repeated complaints.

God save you and i can assure you this will also go in press and can also assure you that offering a free pizza will not help you this time.

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9810319384

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Nice explanation. Does the term beverage pertain only to liquids served in restaurants and these liquids that are consumables
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Lobo vs Hulk is a very interesting match up.
Lobo is a great definition of invulnerbility. 1 drop of blood
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Hulk would destroy Lobo, but he would reconsitute himself from whatever is left and come again once more for an additional fight. I suppose it comes down to some heros and villians in comics have powers and abilities that just make them a negative match up for a fight. They genuinely can in no way be defeated one particular way or an additional. Hulk can not die truly, Superman just wants to be hibernated in the sunshine, Lobo needs just one particular drop of blood, and Wolverine probably needs to just have the ability to breathe(maybe).
My question is what will be the defination of Invulnerability for DC and Marvel? Some folks who have invulnerbility get killed, while other folks who have it can have bullets bouncing off of them. Wonder Woman is a excellent example of what a true super hero must be like. She can only consider So much damage before she is Genuinely HURT.

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