Domino’s celebrates friendship day with ‘The Last Slice’

Domino’s Pizza has unveiled the new campaign ‘The Last Slice’ for Friendship Day celebration. The company has relooked at the role of the last slice as an enabler of new friendships among strangers and hence launched this campaign.

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The campaign is designed and conceptualised by Schbang. It is live across social media platforms - Facebook, Instagram, Twitter and YouTube, as part of the larger media plan.

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The campaign’s premise entails a fun-filled social experiment where three pairs of strangers waiting for a pizza are served with the last slice of pizza.

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The campaign film has pairs included creators Farida Patel, Monika Choudhary and Nishika Khanna, paired with influencers Aaron Koul, Abhinav Anand and Sainee Raj. The pairs of different age groups, with seemingly nothing in common, were waiting for a pizza. But they were only given the last slice.

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However, despite having different interests, they bond over a single slice with conversations ranging from bollywood to dialogues from the same television show. All pairs end up sharing the slice and experience the start of a new friendship.Sandeep Anand, executive vice president and chief marketing officer, Domino’s Pizza India, said, “Pizza is always shareable. It is the perfect glue to bonds of friendship, and there’s no better day to start the ritual of owning “Friendship” than “Friendship’s Day” itself.”

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“With our ‘The Last Slice’ campaign, we want to make it even more memorable for people coming together to celebrate friendship initiated with the last slice of Domino’s Pizza. Even if they met for the first time,” he added.

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Maaz Ahmad Siddiqui, group creative manager, Schbang, said, “The last slice of pizza has been widely talked about and referenced throughout pop-culture as always being an instigator of conflict between two people who share a close relationship.”

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“But here, we wanted to see how two 'strangers' would react when put in a room together with this last slice. As expected, it always acted as an ice-breaker bringing them closer. A huge thanks to Domino's for giving us the opportunity to execute this,” he added.