"When you don�t use mass media effectively, you are not seen as big as you are." This is what Rajeev Ruia, managing director, Overture Communications, has to say about one of the agency�s accounts, Smokin� Joe�s. This 12-year-old desi pizza company claims to be the third largest player in its segment. Now, as it looks to expand more aggressively, Smokin� Joe�s has released a new ad campaign.

"The campaign has been launched essentially to establish Smokin� Joe�s as a national brand," says Nirmal Momaya, director, Smokin� Joe�s. The ad budget is Rs 1 crore, with 30 per cent allocated to television with 35 per cent to print and below-to-line each. Coming to the television commercial, it features Smokin� Joe and his crony Junior. There is nothing remarkable about the ad itself. But it does manage to put across two messages. One is the offer of two six-inch pizzas for just Rs 90. Second, it invites franchisees. "The pizza business is about schemes and offers. We wanted to communicate the new scheme through the ad. Also, we wanted to interest people in the trade and invite franchisees," says Ruia.... more