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So, how much is the fun factor helping the food chains to keep their customers in good humour. “Pizza outlets are very much associated with leisure and celebration. I think, this is why the fun element becomes very important in promoting a pizza brand,” says Parag Dutta, Chief Operating Officer, Global Franchise Architects (the franchise of Pizza Corner).

But, there are some pizza majors like, Papa John’s from USA (which invaded the homely domain only this year), who have never paid heed to the trapping of comedy in their promotions. “At the end of the day, it’s your product which counts and if that’s not perfect, no fun can sustain you,” argues Taran Deep, Marketing Head of Papa John’s India.

As food chains get wackier in their communication, audiences are having a ball, savouring last of their pizzas and burgers, served piping hot with a large dose of healthy humour.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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