Pizza Hut Launches Crafted Flatzz with Niharika NM in Digital Drive

Pizza Hut has launched a digital campaign to promote its new Crafted Flatzz range, partnering with creator Niharika NM to front the initiative. The campaign positions the product through short-form, creator-led content aimed at younger audiences across social platforms.

The Crafted Flatzz line introduces a thinner, lighter crust paired with bold toppings, targeting consumers seeking a different texture and format from traditional pan pizzas.

Following a national rollout, the brand is extending visibility through digital marketing strategy designed to drive trials and online engagement in the quick-service restaurant segment.

Developed in collaboration with Defodio Digital, the campaign uses Niharika’s comedic style to present the product in a conversational format. The film integrates her signature delivery into a social media campaign built around relatable, everyday scenarios rather than a conventional product showcase.

• Pizza Hut launches Crafted Flatzz with Niharika NM in digital campaign
• Creator-led marketing drives visibility for new thinner crust range
• Pizza Hut targets urban youth with influencer-powered social media push

According to Vibhor Gulati, the strategy focuses on sustaining post-launch buzz by leveraging influencer marketing across high-engagement platforms. The objective is to embed the product within digital culture, encouraging shares and interaction while strengthening brand engagement.

Manish Guptaa said the approach reflects changing consumer behaviour, where brand discovery increasingly happens through creators and online food trends. By aligning with a digital personality who connects with urban youth, the company aims to expand its footprint in the Indian pizza market and improve customer engagement.

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The campaign underscores how food brands are shifting toward youth-focused advertising to sustain recall beyond traditional launch ads. Through a mix of personality-driven storytelling and platform-native execution, Pizza Hut is reinforcing its position in the competitive QSR space while promoting its latest product innovation.