The Hindu Business Line : Domino's scouts for `young' celebrity to endorse its brand

Having roped in celebrities such as Paresh Rawal and currently Anupam Kher in its commercials, the pizza chain is now in the process of short-listing a younger celebrity for endorsing the brand.

Without disclosing the names of the celebrities it has short-listed, Mr Rakshit Hargave, Chief of Marketing, Domino's Pizza India Ltd, said, "Domino's pizzas targets the 18-35 age group and has a philosophy of exuding positive energy about itself. We are in the process of evaluating youthful characters who will have a natural fit with the brand."

In the past, Domino's has been having joint promotions with Coke's younger celebrities to inaugurate its new outlets but now it is scouting for a younger face to stand for its own brand.

Streamlining the number of outlets Domino's has been forced to shut down its unviable units where prohibitive real estate costs are eating into its profits.

For instance, in the recent past, it shut down its Churchgate outlet and instead decided to have a single outlet at Colaba to service the south Mumbai market.

"Since real estate costs tends to get skewed we have combined certain outlets. It is necessary that all the outlets make money," said Mr Hargave.

At the same time, Domino's is planning to open 20 additional outlets and expects to fund the same through internal accruals and short-term debts.

However, the pizza chain is not open to the idea of reducing its prices any further. "We have been resisting price hikes and have been trying to reduce our buying cost from vendors," said Mr Hargave.

Marking a marketing spend of Rs 2.5 crore this summer Domino's will be reinforcing its 30 minute proposition of delivering pizzas and a new campaign featuring Anupam Kher has already been conceptualised by its advertising agency Contract in Delhi.

Claiming to make profits, the pizza chain registered a 40 per cent growth last year and expects to maintain a similar level this financial year.

Besides, apart from the existing two partners, it is also open to having more strategic investors.

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