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<ul><li>To cash in on a pandemic-led surge in online ordering, <keyword id="58553" type="General" weightage="100" keywordseo="pizza-hut" source="Orion">Pizza Hut</keyword> altered its business model last year. As a result, 60% of its revenue came from in-home delivery.</li><li>However, consumers continue to associate Pizza Hut with its dine-in experience and remember it as a legacy restaurant brand.</li><li>To change its image in the market and establish itself as a delivery-first platform that delivers ‘Dil Khol Ke,’ Pizza Hut has onboarded a new brand ambassador, <keyword id="191218" type="General" weightage="20" keywordseo="anuradha-menon" source="Orion">Anuradha Menon</keyword>, and has begun its marketing blitz with her today.</li><li>Neha, Chief Marketing Officer, <keyword id="878165" type="General" weightage="20" keywordseo="pizza-hut-india" source="Orion">Pizza Hut India</keyword> shares the brand’s thought behind pivoting from a dine-in to delivery brand and the steps being taken to achieve this transformation, idea behind bringing back Lola Kutty, what the revamp entails and larger vision for the brand.</li></ul>When India announced its first lockdown after COVID hit, a lot of consumers rushed to supermarkets to buy groceries, refill ration for at least a month and ordered food online from their favourite local restaurants. Gradually, the pandemic sparked a paradigm shift in the marketing landscape and altered the way consumers shop. People grew fond of ordering inside the safety of their four walls and in-home delivery leap-frogged. From medicine to food, consumers prefer ordering everything online from trusted brands. According to imarc, the Indian online food delivery market reached a value of US$ 4.35 Billion in 2020 and revenue in the Online Food Delivery segment is projected to reach US$11919m in 2021, predicts Statista. Multinational food platform Pizza Hut, which was otherwise known for its dine-in experience, also saw a spike in demand for in-home deliveries as 60% of its annual revenue comes from contactless delivery as of now. However, despite this shift in its modus operandi, consumers continue to perceive Pizza Hut as a legacy restaurant and dine-in brand. So, to alter its image and reposition itself as a contemporary brand that is spontaneously associated with delivery, Pizza Hut has planned an advertising blitz. The brand has onboarded Anuradha Menon aka Lola Kutty as its face and rolled out a quirky, new campaign. Titled ‘<keyword id="12291136" type="General" weightage="20" keywordseo="dil-khol-ke-delivery" source="Orion">Dil Khol Ke Delivery</keyword>,’ the campaign and revamp exercise aims to position it as a delivery-first platform that pours its heart into serving its consumers. <div type="Youtube" id="JeGzGB-Gsb4" title="Pizza Hut is now dil khol ke delivering!" thumbUrl="https://i.ytimg.com/vi/JeGzGB-Gsb4/mqdefault.jpg"></div> Telling us more about the campaign and rebranding exercise, Neha, Chief Marketing Officer, Pizza Hut India said, “Firstly, the entire platform is not just about delivery. We have done a smart play or a cheeky play on words by using the word delivery, but when we say Dil Khol Ke Delivery, we are talking about many different aspects of the brand that we are delivering to the consumer. We are talking about Dil Khol Ke satisfying taste and quality. So, whether it is our dough made freshly in stores every day, whether it is all our wonderful topping combinations, our flavorful sauce, our 100%, mozzarella cheese and safety and hygienic practices that we use to deliver a quality product at your doorstep, or in our stores. The second piece is around Dil Khol Ke delivering deals or value -- being able to give something for everyone and that’s how we define our Dil Khol Ke delivering deals of value to the consumer. The other aspect is how do we ensure that we are making things easy for the consumer. Today's consumer doesn't want complex options. So how do we make the brand easy and accessible is the fourth bucket. We felt that just associating the brand with delivery for such a strong brand as ours, such a loved brand as ours, was not enough and therefore, the articulation we had come up with is Dil Khol Ke Delivery.” This new avatar will be visible across all consumer touchpoints from opening the website to dining in any of its food chains. To convey this message, Pizza Hut was looking for a ‘magnetic’ brand ambassador that could create high recall value and stand out. “When we started this journey and we started looking for who would be the right personality to fit this storytelling, we kept our mind open and didn't keep filters. The only filters we kept I would say was who would marry with the brand personality. We wanted somebody authentic, we wanted somebody who would be friendly, approachable, but at the same time, was a little cheeky, was modern, was able to not take themselves too seriously and therefore had a good sense of humor and was able to deliver this entire new conversation we are trying to have with the consumer in a very confident manner because we believe that this person had to for consumers literally be the brand. When people saw the person, it should be literally like yes, I can believe this is a Pizza Hut magnetic ambassador and therefore, when we started interacting with Anuradha and we saw her and heard her. She has a lot of freshness and naturalness about her. She is definitely a great actor and therefore, a lot of versatility to be able to carry off some of the more crazy things that some of this advertising will demand because as we go forward. We want to make it fun for the consumer. It has to be something they enjoy watching while they also get the brand's message and we believe that Anuradha Menon does a fabulous job at that,” shared Neha. Pizza Hut recently completed 25 years in India and launched its 500th store in Moga, Punjab and has aggressive growth plans to expand its presence across the country, including tier-2 and tier-3 markets.Its expansion focus will be on the Fast-Casual Delco (FCD) format, which is a delivery-first store, but also offers dine-in and takeaway under the same roof. Pizza Hut also aims to achieve growth in delivery through both owned and aggregator platforms which are growing at a healthy pace. Sharing Pizza Hut’s larger vision, Neha said, “At the end of two years of this campaign, where I would love to be at is for people to recognize that Pizza Hut is also a delivery brand, but is not just a delivery brand. So the strong equities that we have built with the consumer in dine-in, which differentiates us from a lot of other dine-in brands, I hope that we will be able to achieve the same with the consumer and delivery. And our quarter 4 is looking very exciting. We have an innovation lined up, which will be revealed shortly, but that innovation is something that nobody's seen before in this category and therefore, we believe it's also our way of introducing the Dil Khol Ke platform to the country because it's doing things in a large-hearted manner, doing things in a different manner and that's how I hope that the brand will continue to remain relevant, easy and distinctive with the consumer.”

Pizza Hut launches a new campaign with its first-ever brand ambassador Anuradha Menon; aims to rebrand itself as a delivery-first brand that offers value ‘Dil Khol Ke’

<ul><li>The pandemic has sparked a flurry of <keyword id="6463276" type="General" weightage="100" keywordseo="nostalgia" source="Orion">nostalgia</keyword> ads and we are all for this trend.</li><li>Indian brands are capitalizing on nostalgia and memories to connect with their consumers and remind them of simpler times.</li><li>From Cadbury and CRED to Dunzo, brands are reviving what is old into new in their marketing campaigns.</li><li>We speak to creative folks from the <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> industry to find out why nostalgia works and how should brands go about it.</li></ul>It is summer and the clock strikes 11:30. You are late for school because you end up catching Tom and Jerry on TV. You have seen this episode, but you don’t want to move because you are curious to find out whether Jerry will fool Tom yet again. You are sipping on Rasana, there’s a light breeze from your 4-feet-tall cooler that makes a buzzing sound and your grandfather is yelling at you to turn off the TV as he relishes mangoes and reminds you that your school bus might arrive any minute. Cartoon Network’s Tom and Jerry pauses, a commercial takes over and a jingle plays in the background, “Kuch khaas hai hum sabhi mein” as you tie your shoelace and run to catch the bus. You might not have lived the exact memory, but I am sure it brings a smile to your face, from ear to ear and takes you back to the days when you were not constantly anxious about catching a deadly virus or losing your loved ones to it. Revisiting these old, simpler days has found a space in marketing yet again. Due to the pandemic, from CRED and Swiggy Instamart to Cadbury, brands are trying to evoke nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. Consumers have also found comfort in these ads in uncertain times. “Remember those old times when…” itself is a great hook that sparks interest and marketers are well aware of this tactic. Last month, <a href="https://www.businessinsider.in/advertising/brands/news/cadbury-dairy-milk-recreates-its-iconic-stadium-advertisement-with-a-wonderful-twist/articleshow/86284608.cms">Cabdury’s remake of its ‘Kuch Khaas hai’</a> ad from the 90s took the internet by storm. Social media was abuzz with conversations on gender equality and nostalgia. Then came Swiggy’s campaign that gave a twist to <a href="https://www.businessinsider.in/advertising/brands/news/swiggy-instamart-reimagines-5-stars-ramesh-suresh-and-colgates-kya-aapke-toothpaste-mein-namak-hai-ads/articleshow/86836261.cms">5 Star’s Ramesh and Suresh </a>and Colgate’s Kya Aapke Toothpaste mein namak hai ads and took us down the memory lane again. Pizza Hut brought back Anuradha Menon aka Lola Kutty of 90s fame and <a href="https://youtu.be/gADj-r1t08U">CRED’s ‘The OG’</a> ad with old cricketers made a lot of noise too. Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide explained why nostalgia sells. He said, “Nostalgia is comfort food. It feels good and fond memories are linked to it. There is a deeper emotional glue. It's sticky. So it sells. A great example is one of the longest-running social media trend #throwbackthursday. Brands tap into it to help the audience remember their best memories from the past. Be it personal, popular or stuff of legend. Like famous moments, celebrities, old fads &amp; trends. And once they give it a new spin, they make a unique connection with that memory. It adds immensely to their brand metric and helps them foray into culture.” A <a href="https://static.billboard.com/files/2020/04/COVID-19-Entertainment-Tracker-Release-1-1586793733.pdf">recent study</a> exploring the effects of COVID-19 on entertainment industry and consumer behaviour revealed that more than half of today's consumers are finding comfort in old TV shows, films, and songs from their youth due to the pandemic. “Nostalgia is a time machine. An experience we don’t have access to in the present. It transports us to a time we want to live again,” said Parixit Bhattacharya, CCO, TBWA\India. Adding why nostalgia works magically for brands, he said, “Brands with a shared sense of history with the people they serve can reference nostalgia and rekindle the love. Of course, it works only when the audience is old enough to feel nostalgic about something. We now have two generations of people in the country who grew up with a few household brands over the years and have witnessed a massive change in the country. So these brands can dip into the deep well of shared memories to rekindle the love. While there are really no rules to this, a sense of shared history is crucial to land a potent connection. Nostalgia can lead to almost involuntary action; a bullet through the crevices of our past hitting a sweet spot for people and the brand. Therein lies the lure of Nostalgia. It is so potent it can actually inform the product strategy in some categories, not just stories in communication. On the other hand, Pinaki Bhattacharya, Chief Strategy Officer, Wunderman Thompson India believes that most of these ads were trying to make a timely statement. “Generally speaking, a throwback or referencing something popular from the past and setting it in a surprisingly different or new context can be an interesting device in storytelling. Of course, only if done right. Some brands have tried doing it in different ways recently- some very successfully while some were middling. Barring a couple, I don’t think most of the brands were trying to only evoke nostalgia- they did it, to either make a timely statement using a very memorable ad (say, CDM) or to find a quirky way to drive home their proposition (say, Dunzo). The bottomline is that brands don’t do this to just evoke memories from the past and make its consumers feel good- it has been used to meet the brand’s objectives in the current market and designed to be relevant and attractive for its current consumers,” said he. By invoking nostalgia around iconic ads, Swiggy Instamart managed to connect with both millennials and GenZ. Telling us more about Swiggy Instamart’s recreation of iconic ads, Ashish Lingamneni, Head of Brand at Swiggy said, “With the latest Instamart campaign, we partnered with our creative agency at Lowe Lintas who came up with a fresh concept to recreate iconic ads with a Swiggy Instamart twist. In our campaign, we pay homage to some of the most iconic ads of our times but depict a world where the product suddenly isn't available after all that build-up and Instamart comes to the rescue of the protagonist with instant delivery. Within a few weeks, these TVCs have become widely popular among viewers owing to their fun, cheeky and relatable nature." So, what’s the psychology behind nostalgia and which kinds of brands can adopt this unique kind of marketing strategy? Varun Duggirala - content creator, podcaster, entrepreneur and personal development pundit answered, “Products that have been universally present for a more extended period as a category or brand find it much easier to tap into nostalgia. Add to that a historical connection with pop culture ( music, movies, fashion, etc.) or an iconic piece of creative advertising around the brand, and it becomes all the easier. For newer product categories, especially tech, etc., it's more challenging to capitalise, but as we've seen with throwback phone models coming up, even many mainstream tech product categories have been around long enough to capitalise.” When it comes to <keyword id="11335354" type="General" weightage="20" keywordseo="nostalgia-marketing" source="Orion">nostalgia marketing</keyword>, some brands go retro to transport you into a world that had a completely different style while some prefer paying homage to a historic event. Indian brands have also used nostalgia marketing to reminisce over an old, lost product -- for example Rola-Cola. It was relaunched after customers begged the brand to return the candies to the shelves. However, in their attempt of contemporizing an old ad or memory, brands often fail to retain the ad’s essence or they fail to give it a modern twist as per the current environment. When rolling out revived campaigns that might have worked wonderfully in the past, it is important to check that its values align with today’s audiences, both culturally and socially. Sometimes, even the most recalled ad can spark controversy and a brand should completely steer clear over many sexist ads that should remain in the 90s. So, if you’re considering the nostalgia route to gain traction with customers, Duggirala has some tips you should think about. He shared, “Any creative should first have a deep connection with two aspects, firstly- what is the cultural norm at this moment of time ( what do consumers believe in as core values and what is par for course in terms of discourse or dialogue) and what do consumers today believe in vs what they did in the time from the past. Secondly - it's essential to understand if the emotional core of the original resonates as strongly at this moment for a broader audience and their perception of the brand and its category at this moment. These two are the most essential guardrails to look at.” Ghosh also advised brands to find the brand connect and keep it simple. Sharing a list of things brands should keep in mind, he said, “Know your customer persona. Tap into your brand history if any. Find an interesting old concept but one that is not overexposed. Don’t belabour the connection. Make sure that the piece fits your brand and not the other way around. Keep it simple. Pick a single aspect of the old memory and let the audience relive it thoroughly. Keep the brand connect simple as well – a feeling, a benefit.”

Why are Indian brands transporting consumers to older times with their campaigns?

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Pizza Hut launches a new campaign with its first-ever brand ambassador Anuradha Menon; aims to rebrand itself as a delivery-first brand that offers value ‘Dil Khol Ke’

Karuna Sharma

Why are Indian brands transporting consumers to older times with their campaigns?

Karuna Sharma

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