BANGALORE, India -- Domino's Pizza India Limited has launched a major advertising campaign in India to promote its 2003 menu and reinforce its position as a convenience food provider.
According to Times of India, the effort will last one year and cost Rs 20 crore (U.S. $414,000). The chain's advertising budget last year was just Rs 1.5 crore (U.S. $31,000).
About one-fourth of that budget is devoted to this week's print/television blitz announcing the new menu. Three subsequent ad campaigns will follow in 2003, and will focus mostly on local-store marketing initiatives.
New to the company's menu are Garlic Breadsticks, Mexican Red Wave pizza, Keema do Pyaaza and Paneer do Pyaaza (curry-influenced pizzas). The offerings will be available in all 90 of the country's outlets, which are located in 24 cities.