It appears that quick service restaurants in India have begun to woo the small-pocketed consumer, more aptly the young student crowd. As the competition gets aggressive, the campaigns have been getting adorable and more suited to the social media savvy youth. The most recent QSR to join the bandwagon is Domino’s Pizza India with its latest range of pizzas named ‘Pizza Mania’ at Rs.44. The brand has also released a TVC that revolves around the concept of ‘pehli kamai’ to highlight that one can party with Pizza Mania even with their meagre first salary.
‘Life mein pehli kamai chahe jitni choti ho, party badi honi chahiye“! Having said that, the brand has been leveraging social media as much as possible, to keep the message alive. From asking fans about what they did to get their first salary to running promotional contests on social networks like Facebook, YouTube and Twitter, Domino’s Pizza India has been quite active in spreading the ‘pehli kamai-pizza mania’ deal on social media.
The 3.5 million strong Facebook community had been invited to a ‘Earn your pehli kamai’ contest beginning at the end of March, where fans had to perform in front of thousands of people to earn their first salary. The contest that was hosted on a Facebook app, required fans to upload solo pics and get at least 10 ‘likes’ to qualify.
The TVC that was uploaded on YouTube, was then shared on the wall after creating teasers about ‘first salary’ and announcing the new Pizza Mania range. Fans were invited to enter their comments below the YouTube video and earn ‘likes’ for their comments. The comments with the most ‘likes’ every evening by 5pm, would win Domino’s vouchers. Apart from that, the Twitter page of Domino’s Pizza India with more than 15K followers, has also been running the #PehliKamai contest, where the brand asked questions related to movies or the TVC. With free vouchers to win, the hashtag has been trending nearly the whole of yesterday and also today!
Trending hashtags, teaser updates on social media platforms and exclusive contests have become the order of the day when launching a TVC for a new product. Though KFC India played up [email protected] to bring in the youngsters with a smart augmented reality app, where one could scan their note to discover what they could buy from the KFC WOW menu. The Domino’s India ‘pehli kamai’ campaign, although simple, has the potential to strike a chord with its endearing TVC and social media promotions.