The year 1996 marks not only the debut of one of the most popular singers of the decade, Lucky Ali, but also the entry of not one, but three international quick service retail (QSR) chains in the country – Pizza Hut, McDonalds, and Dominos. For many millennials, a trip to Pizza Hut in their childhood is as nostalgic as Ali’s hits from the 90’s and early 2000’s. Almost 25 years later, all three chains have grown and adapted themselves to the Indian market, with Indianised menu items, and communication strategies. Pizza Hut’s latest campaign featuring YouTube celebrity and social media influencer Bhuvam Bham is a prime example of how international QSR chains need to innovate and collaborate to remain relevant with eir target audiences. Most of these brands target the youth, and Pizza Hut is no different. Unlike a KFC or McDonald’s however, the pizza chain does not have the luxury of a mascot, and so a known and relatable face becomes important for its communication strategies.“We are focussed on making sure that we keep the brand positioning fresh and relevant especially to young consumers – the millennials and Generation Z – and to that end, look to continuously reinvent… Read full this story
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