This Republic Day, Domino’s Pizza made a delivery that attracted a lot of attention. This delivery was certainly not made by one of these danger-to-themselves delivery boys commonly seen careening around on our roads atop two-wheelers. And this was a delivery that took considerably longer than the promised 30 minutes. We’re talking about Domino's Pizza delivery to our soldiers in Siachen:
“Delivering happiness and hot pizzas at 20,000 ft.” accounced a tweet from the official twitter handle of the pizza delivery chain.
According to the pizza company, this was a gesture to express gratitude to the soldiers of the nation, particularly those who serve in the most inhospitable of conditions near the Siachen glacier.
A special delivery team was assigned the job of serving soldiers pizza; something that is likely to have taken months of preparation rather than the promised 30 minutes.
Hot pizza would certainly be a treat in those icy conditions! Soldiers in Siachen typically face extreme hardships on a day to day basis; being cut off from civilization, the brutal cold, oxygen deprivation and frozen landscape making survival itself difficult!
This comment jokingly pointed out that pizza isn’t exactly the healthiest of things for people to eat!
….About constipation! Refined flour and cheese is a recipe for constipation, feels this commentator.
Several commentators declared that they would only have Domino’s pizza from now on, or that they had just finished placing an order as a thank you for the gesture.
There was an outpouring of appreciation and goodwill for Domino’s and their gesture which brought cheer to so many of the men in uniform.
While there is no doubt that this was a brand promotion devised by a company with a profit motive, it was a unique initiative nonetheless. If the brand wanted to underline their brand promise of delivering pizzas, no matter what; they couldn’t have sent out that message any more effectively than this!
Companies typically have all sorts of promotions that cost enormous amounts of money and involve celebrities and stars of all hues. This promotion was for stars of a different sort… more meaningful and heartwarming than most.
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