Domino’s Turns the World into Pizza for Pizza Day

Bangalore, 11th February 2025: Some see a shadow. Some see a traffic cone. But a true pizza lover? They see a slice waiting to be devoured. This Pizza Day, Domino’s India and Schbang are turning this universal love into a nationwide takeover, where every unexpected triangle becomes a reminder of what most people love: pizza.

The insight behind the campaign is simple: when people love something deeply, they start seeing it everywhere. Domino’s builds on this by embedding pizza into the world around them, ensuring that every unexpected triangle, fuels a craving. By leveraging this subconscious association, the campaign drives desire and cements Domino’s as the brand that doesn’t just serve pizza but owns the very idea of it. Through clever execution across billboards, print, and digital, Domino’s turns everyday sights into delicious reminders, ensuring that no matter where you look, pizza along with Domino’s is always on your mind.

Domino’s transforms everyday spaces into unexpected reminders of pizza. Billboards don’t just showcase pizza; they create illusions—shadows falling at just the right moment to form a perfect slice, a clever cutout making you do a double take. Flip through a newspaper, and a torn page edge uncannily resembles a missing slice, nudging that irresistible urge for just one more bite. On social media, timelines overflow with “almost pizzas” memes, reposts, and a growing wave of people spotting accidental slices in the most unexpected places and an AR filter that helped turn every triangle into a slice. This campaign isn’t just reminding people of pizza; it’s making sure they can’t stop thinking about it.

But the campaign doesn’t stop at ads, it seeps into digital culture. Influencers jump in, sharing their pizza-inspired discoveries, while meme pages fuel the movement with endless content proving that pizza is everywhere. Even brands join the conversation, posting their versions of “almost pizzas,” amplifying the frenzy. All of a sudden, pizza is all over. And that’s precisely how it is supposed to be on Pizza Day.

Sushant Vithildas, Head Business Operations, Schbang says “ At Schbang, we believe the best campaigns aren’t just seen—they’re felt. For Pizza Day, we didn’t just create an ad; we engineered a craving. The insight was simple: when you love something, you see it everywhere—especially when it’s not there. That’s the magic of pizza lovers, and that’s the magic we wanted to capture.

This campaign wasn’t just built in brainstorms—it was built over endless pizza parties at the office, where we lived the idea before bringing it to life. Every bite, every slice, every moment of indulgence helped us craft a campaign that turned the world into one big pizza trigger. From billboards and print to influencers, meme marketing, and social media, we made sure that on this Pizza Day, anything and everything had to remind you of Domino’s.

A great campaign doesn’t just disrupt—it dominates. We hit the nail on the head with sharp insights and an integrated campaign approach, creating the kind of innovative work that Schbang thrives on delivering.“

Chella Pandyan, Chief Marketing Officer, Domino’s India adds “Pizza isn’t just a meal; it’s a feeling. And for true pizza lovers, pizza is everywhere. This campaign is our way of celebrating that love—whether through an interactive AR experience or a billboard that surprises you. We want to make Pizza Day a moment of joy, creativity, and connection for every pizza lover out there.”

Domino’s India and Schbang have transformed a craving into a national sensation for Pizza Day. They have demonstrated that pizza is more than simply food, it is something you see, feel, and crave everywhere you look by fusing creativity, culture, and consumer devotion. One indisputable fact is reinforced by every unexpected slice-shaped event, whether it be on screens or in the streets: Domino’s comes to mind when you think of pizza.