Debrief: Domino’s: Pizza hai ya truth serum?

26 Dec,2012

By Anil Thakraney


An interesting promise by Domino’s Cheesy Boloroni Pizza (wow, what a mouthful, the brand name). You can make new discoveries about each other when you consume this cheesy snack together. Now, I understand a pizza is a pizza so they can’t really belt out technical USPs, you do need wacko ideas. But this one is much too corny.


The TVC features a young honeymooning couple in Goa. They are about to step out of the hotel room for some sightseeing when the young lady expresses a desire to consume the cheesy pizza. The taste of which makes this shy gal open up to her brand new hubby, as she freely shares secrets from her past life. No, not that she’s indulged in kinky sex before marriage, only the sweet stuff. These ‘discoveries’ make the chap forget all about Goa, and he wants to hear more from her. In short, the pizza offers ‘rishton ka time’.


All very fine and dandy, but there’s a crisis of credibility out here. It’s a cool idea but for an entirely incorrect product. Pizza is a fast food item, it’s what you order when you are pressed for time or are too pooped to enter the kitchen. It’s hardly a meal over which a couple would spend quality time with each other. Therefore this approach makes you laugh out loud rather than look forward to new ‘discoveries’ in your own partner. The ‘truth serum’ approach may work for a laboured seven-course Indian meal, but it doesn’t for a fast food item. Also, a newly married couple ordering pizza on their honeymoon? That too in Goa? This tells me they are either broke or are headed for trouble.


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Rating: (On a scale of 1-5): 1. Good idea for the wrong product


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