Building on the national launch of Crafted Flatzz, Pizza Hut has strengthened its digital momentum with a creator-led campaign featuring Niharika NM.
Conceptualised and executed by Defodio Digital, the campaign reflects a growing shift toward personality-driven storytelling in brand communication.
Pizza Hut X Niharika NM
From National Launch to Digital Conversation
After creating strong awareness through its national rollout, Pizza Hut aimed to take Crafted Flatzz into the spaces where audiences engage more casually — social media.
Rather than repeating traditional product messaging, the brand leaned into creator culture, where relatability and humour drive deeper engagement than direct advertising.
The result? A film that feels native to digital platforms, not interruptive.
Why Niharika NM Was the Perfect Fit
Known for her sharp comedic timing and expressive storytelling, Niharika NM brings a strong connection with young, digitally active audiences.
In the campaign film, she presents Crafted Flatzz through a playful, relationship-inspired lens — making the product feel like part of an everyday conversation rather than a scripted endorsement.
Her signature humour highlights:
- The lighter crust
- Bold flavours
- Balanced indulgence
All woven naturally into her narrative style.
The Strategy: Creator Culture Over Conventional Messaging
According to Vibhor Gulati, Co-founder, Defodio Digital, the objective was clear — extend awareness into high-engagement digital spaces.
The national campaign built visibility. The influencer collaboration ensured sustained relevance.
Instead of focusing solely on product features, the film leverages:
- Personality-led storytelling
- Cultural relatability
- Shareable humour
This approach reflects how modern audiences interact with brands — through creators they already trust.
A Broader Shift in Campaign Rollouts
Today’s campaigns are no longer linear. Brands are blending high-impact advertising with creator-driven storytelling to maintain momentum.
Manish Guptaa, Chief Marketing Officer at Pizza Hut, emphasised that consumers now discover and experience brands through creators. Crafted Flatzz was designed not just to be advertised — but to be talked about.
By embedding the product within digital humour and everyday scenarios, Pizza Hut ensures the conversation continues beyond paid media.
Crafted Flatzz: Building Community Through Content
The influencer film adds a strong social dimension to the launch. Instead of simply promoting a product, the campaign enables it to travel organically across online communities.
With Crafted Flatzz, Pizza Hut isn’t just launching a new menu item — it’s participating in digital culture.
And in 2026, that’s where real brand momentum lives.
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