Domino's India has successfully utilized influencer marketing by partnering with micro and nano influencers to create authentic, engaging content. Their campaigns, like #ItHappensOnlyWithPizza and #DilDostiDominosWeek, have driven sales and strengthened brand loyalty, emphasizing regional customization and digital engagement.
Get Successful Influencer Marketing Campaign
Have Top Influencers To Promote Your Brand
Share Your Details & Get a Call Within 30 Mins!
Thank You for Your Enquiry!
We’ve received your details and will connect with you soon!
Your information is safe with us
In today’s digital age, marketing isn’t just about flashy billboards or catchy TV ads; it’s about meeting people where they spend most of their time—on their phones. Domino’s India has mastered this by tapping into the power of influencer marketing. Whether it’s a tempting Instagram reel showing a gooey cheese pull or a relatable tweet about satisfying those late-night cravings, Domino’s has found creative ways to connect with its audience.
What makes Domino’s stand out in India is how they’ve partnered with micro and nano influencers—everyday creators with a loyal following. Instead of just focusing on big celebrities, they’ve chosen influencers who can genuinely engage with their communities, making their campaigns feel more authentic.
For instance, their collaboration with DRIM Global led to record-breaking success, including millions of new orders and a significant boost in in-store visits. By focusing on regional content, relatable messaging, and fun promotions like the ₹99 lunch combo, Domino’s has managed to stay ahead in a highly competitive market.
In this article, we’ll dive deeper into how Domino’s uses influencer marketing to deliver both pizzas and powerful results, becoming a favourite not just in your neighbourhood but across the digital space.
Evolution of Domino's Marketing in India
Domino’s journey in India has been as dynamic as the country’s evolving consumer behaviour. Over the years, the brand has adapted its marketing strategies to stay relevant, moving from traditional advertising methods to embracing digital-first approaches.
Transition from Traditional to Digital Marketing
In its early days, Domino’s relied heavily on traditional marketing channels such as print advertisements, TV commercials, and outdoor billboards. These campaigns highlighted their “30-minutes-or-free” delivery promise, a game-changer that resonated with urban consumers. As competition grew, Domino’s recognised the need to engage with tech-savvy millennials and Gen Z audiences.
Integration of Influencer Partnerships
To enhance its digital strategy, Domino’s began collaborating with influencers, leveraging their reach and authenticity. By working with micro and nano influencers, the brand tapped into diverse audience segments, ensuring a more personalized connection. Campaigns like the ₹99 Lunch Feast and quirky content around pizza cravings showcased Domino’s ability to blend creativity with customer-centric marketing. This evolution has solidified Domino’s as a leader in both traditional and digital spaces, making it a household favourite across India.
Influencer Marketing Campaigns Of Dominos In India
1. Naman Arora - Korean Sweet Chilli Cheese Burst Pizza Ad
To amplify the launch of their new Korean sweet chilli cheese burst pizza, Domino's Pizza India collaborated with writer and comedian Naman Arora. This partnership aimed to highlight the unique flavour profile of the new pizza variant, which is part of a revamped Cheese Burst range also featuring Hot & Fiery and Creamy Makhani flavours. Naman shared his experience with this flavorful pizza on his Instagram account, encouraging followers to indulge in a cosy binge session while enjoying the new cheesy offering from Domino’s. His promotional efforts showcased the compelling blend of Korean sweet chilli with Domino's signature cheese burst crust, making it a celebratory feast that aligns with current culinary trends favouring bold, international flavours.
The promotional campaign featuring Siddharth Nigam showcased the unique selling points of the Cheese Volcano pizza, emphasizing its abundant cheese filling that promises a gooey, flavorful experience with every bite. Through engaging content, including posts and videos shared on Siddharth's social media platforms, the campaign highlighted the indulgence and taste explosion characteristic of the Cheese Volcano pizza. The collaboration with Siddharth Nigam effectively communicated Domino's commitment to delivering innovative and delicious pizza experiences to its customers.
3. Yuvraj Dua & Aishwarya Mohanraj - #RealTalkHappensOnlyWithPizza
Domino's Pizza recently launched the #RealTalkHappensOnlyWithPizza contest, leveraging the charm and wit of comedy content creators Yuvraj Dua and Aishwarya Mohanraj. Through this innovative campaign, the brand captured the essence of unguarded moments that often unfold over a shared pizza. Dua and Mohanraj, known for their relatable humour and engaging content, played a crucial role in drawing attention to the contest, encouraging their followers to participate by sharing their own #RealTalk moments. Through this campaign, Domino's successfully utilized the combined reach and creativity of Yuvraj Dua and Aishwarya Mohanraj to promote their contest, illustrating how the act of sharing pizza can break down barriers and encourage real, meaningful conversations. The #RealTalkHappensOnlyWithPizza contest details were likely made available on Domino's official platforms and included an incentive—highlighted by Aishwarya's post—where participants could win Domino's treats by engaging in the campaign, thus creating a buzz that transcended the usual product promotion to engage customers in a more interactive and personal way.
4. Raveena Daha - Four-Course Meal Available At Rs 99/
Domino's India collaborated with lifestyle influencer Raveena Daha to promote their four-course meal priced at ₹99. This strategic partnership aimed to leverage Raveena's extensive online presence to reach a broader audience and enhance engagement.
Raveena shared content highlighting the meal's value and variety, emphasizing its appeal to budget-conscious consumers seeking quality dining options. Her authentic presentation resonated with her followers, effectively communicating the offer's benefits. This collaboration is part of Domino's broader strategy to engage with digital audiences through influencer partnerships, enhancing brand visibility and driving customer engagement in the competitive Indian market.
Domino's Pizza India launched the #ItHappensOnlyWithPizza campaign, collaborating with actress Ananya Panday and socialite Orry (Orhan Awatramani) to enhance brand engagement among younger audiences. This collaboration aimed to leverage the influencers' popularity to create relatable and engaging content, reinforcing Domino's position as a preferred choice for social gatherings and casual dining among the youth.
The campaign encouraged user participation through contests and interactive posts, fostering a sense of community and shared experiences centred around pizza. By associating with popular figures like Ananya and Orry, Domino's effectively tapped into its follower base, amplifying the campaign's reach and impact. This initiative reflects Domino's commitment to integrating influencer partnerships into their marketing strategy, creating authentic connections with their target audience, and enhancing brand visibility in the competitive Indian market.
Domino's India launched the #DominosVivaRoma campaign to introduce their new range of Italian-inspired pizzas, aiming to bring authentic Roman flavours to Indian consumers. To effectively reach a younger, digitally-savvy audience, they collaborated with popular influencers Srishti Garg and Ayush Mehra.
Srishti Garg, known for her engaging content and relatable personality, shared her experience of savouring the Viva Roma pizzas, highlighting the rich flavours and quality ingredients. Her posts emphasized the fusion of traditional Italian taste with Domino's signature touch, appealing to food enthusiasts and her extensive follower base.
Ayush Mehra, a well-known actor and digital creator, also participated in the campaign by sharing his own delightful encounters with the Viva Roma range. His content showcased the pizzas as a perfect choice for various occasions, from casual hangouts to special celebrations, resonating with his diverse audience.
The #DominosVivaRoma campaign successfully combined the influencers' authentic storytelling with Domino's innovative product offerings, creating buzz and driving interest among potential customers. By leveraging the influencers' reach and credibility, Domino's effectively communicated the essence of the Viva Roma pizzas, enticing consumers to indulge in the new flavors.
7. #DominosDiwaliDhamaka Campaign
During the Diwali festive season, Domino's India launched the #DominosDiwaliDhamaka campaign, introducing special offers to enhance celebrations. One notable promotion allowed customers to add select items for just ₹1 on a minimum order value of ₹350. This offer was valid from October 6th to October 27th, aiming to make festive gatherings more enjoyable and affordable. To promote the campaign, Domino's released advertisements across various platforms, highlighting the ease of availing these offers through their app and website. The ads emphasized the festive spirit, showcasing families and friends coming together to enjoy Domino's pizzas and sides during Diwali celebrations. This campaign reflects Domino's commitment to integrating special promotions during significant cultural festivals, enhancing customer engagement and satisfaction.
8. #DilDostiDominosWeek
Domino's Pizza India launched the #DilDostiDominosWeek campaign to celebrate friendship and the joy of sharing meals. To amplify this initiative, they collaborated with influencers such. The campaign encouraged customers to enjoy Domino's pizzas with friends, highlighting the brand's commitment to bringing people together over delicious food. Influencers like Sumit Kapoor and Anil Bisht shared content featuring themselves and their friends enjoying Domino's offerings, emphasizing the theme of friendship and shared experiences. This collaboration not only enhanced brand visibility but also resonated with a younger, digitally engaged audience, reinforcing Domino's position as a go-to choice for social gatherings and celebrations.
Navigating the Diverse Indian Market
India's vast and varied demographic landscape presents unique challenges for brands. Domino's addressed these by:
Regional Customization: Offering menu items that cater to local tastes, such as paneer and chicken tikka pizzas, to appeal to vegetarian and non-vegetarian preferences.
Localized Promotions: Implementing region-specific deals and festive offers to align with local traditions and purchasing behaviours.
Adapting Global Strategies to Local Preferences
While leveraging global marketing frameworks, Domino's India has adapted these strategies to suit local sensibilities:
Digital Engagement: Utilizing platforms like Facebook and Instagram, where Indian consumers are highly active, to promote offers and engage with the audience
Influencer Collaborations: Partnering with local influencers to create relatable content that resonates with the target demographic.
Lessons Learned from Initial Campaign Phases and Subsequent Optimizations
Early campaigns provided valuable insights:
Attribution Challenges: Initially, measuring the direct impact of influencer collaborations on sales was difficult. Implementing unique tracking links and promo codes for influencers helped attribute sales more accurately.
Platform Effectiveness: Testing various social media platforms revealed that Facebook and Instagram yielded higher cost-per-acquisition (CPA) and attracted influencers more willing to promote food-related content
Content Strategy: Diversifying content formats, including stories, posts, and reels, increased brand touchpoints and enhanced the likelihood of customer engagement.
By learning from these experiences, Domino's refined its marketing strategies, leading to more effective campaigns and improved customer engagement.
Conclusion
Influencer marketing has played a pivotal role in Domino's remarkable growth in India. Through strategic partnerships with both macro and micro influencers, the brand has successfully connected with a diverse audience, driving engagement and increasing store visits. Campaigns like #ItHappensOnlyWithPizza, #DilDostiDominosWeek, and #DominosVivaRoma demonstrate how influencer collaborations resonate with consumers, making Domino's a prominent player in the highly competitive food service industry.
The integration of digital strategies, including influencer marketing, personalized offers, and regional promotions, has allowed Domino's to stay ahead of the curve in the digital-first age. By leveraging platforms like Instagram, Facebook, and Twitter, Domino's has capitalized on the widespread use of social media to create authentic, relatable content that speaks to the desires of its audience.
As the food service industry continues to evolve, brands like Domino's are setting the bar for how digital marketing and influencer partnerships can be used to build brand loyalty, reach new customers, and drive sales. The success of Domino’s influencer marketing initiatives in India proves that combining creativity, digital strategies, and consumer-focused campaigns is key to thriving in the modern business landscape.
The shift to digital marketing began with Domino’s app and website, offering a seamless ordering experience. Social media platforms like Facebook, Instagram, and Twitter became key tools for promotions, brand storytelling, and customer engagement. The introduction of real-time push notifications and personalized offers further strengthened their digital presence.
Get Successful Influencer Marketing Campaign
Have Top Influencers To Promote Your Brand
Share Your Details & Get a Call Within 30 Mins!
Thank You for Your Enquiry!
We’ve received your details and will connect with you soon!
Your information is safe with us
Frequently Asked Questions
What is influencer marketing?
It's a strategy involving partnerships with individuals who have influence over a target audience to promote products or services.
What campaigns did Domino's launch?
Notable campaigns include #ItHappensOnlyWithPizza, #DilDostiDominosWeek, and #DominosVivaRoma.
What were the results of these campaigns?
The campaigns led to millions of new orders and increased in-store visits.
How did the shift to digital marketing impact Domino's?
It enabled them to engage tech-savvy consumers through apps and social media platforms.
What was the significance of the ₹99 lunch combo?
It was a strategic promotion that appealed to budget-conscious consumers and drove engagement.
How did Domino's use influencer marketing?
Domino's collaborated with micro and nano influencers to create relatable content that resonates with their audience.
Who are micro and nano influencers?
They are everyday creators with smaller, loyal followings, allowing for authentic engagement.
Why focus on regional content?
Regional content allows Domino's to connect more deeply with local audiences by catering to their tastes and preferences.
What platforms did Domino's utilize?
They focused on Instagram, Facebook, and Twitter for promotions and customer engagement.
What lessons did Domino's learn from their campaigns?
They improved sales tracking, diversified content formats, and identified effective platforms for better engagement.
Birthday Gifts
Women
Men
Anniversary Gifts
Wedding Gifts
Search from 15000+ celebs
In today’s digital age, marketing isn’t just about flashy billboards or catchy TV ads; it’s about meeting people where they spend most of their time—on their phones. Domino’s India has mastered this by tapping into the power of influencer marketing. Whether it’s a tempting Instagram reel showing a gooey cheese pull or a relatable tweet about satisfying those late-night cravings, Domino’s has found creative ways to connect with its audience.
We now support international payments
