Pizza Hut India’s surreal campaign highlights its everyday value offer
A new campaign for Pizza Hut in India highlights its everyday value offer of pizzas at Rs 99 (approximately S$2). Created by Creativeland Asia, the film stars popular Indian YouTube influencer Bhuvan Bam.
The ads feature Bam getting triggered by words that sound aurally similar to “pizza”. For instance, “please jaa” [please go] in Hindi; and “fresh piece aa?” [Is this a fresh piece?] in Tamil. He then sets off on a a quest for pies, in films stuffed to bursting with strange, surreal images and a chant that highlights the offering of ‘Pizzas at Rs 99’.
Speaking about the rationale driving the campaign, Pizza Hut India marketing director Yashodhara Lal said: “We’ve always believed it is critical to stay on-trend as a fun, cool pizza company– this campaign is setting an entirely new tone for Pizza Hut, and it’s a really whacky and innovative piece of communication.
“It highlights the craving that the thought of a pizza triggers in the mind. The song has the words ‘Pizza Hut Javenge’ [We will go to Pizza Hut], using an interesting colloquialism and is extremely catchy.
“We particularly love the dance-step that was co-created with Bhuvan on the set. Overall, it’s a very entertaining piece of content highlighting the Rs.99 price point- and we believe it will really resonate with audiences – both young, and young-at-heart.”
Creativeland Asia founder and creative chairman Sajan Raj Kurup said: “In a world of insta-stories and TikTok videos today, where we are no longer just competing with other ads, brave new narratives are as important as grounded insights.
“We are constantly watching, learning, reinventing and bettering ourselves to deliver the newest thinking we possibly can. Our brief was to conceptualise a campaign driving the 99 price-point while keeping true to the brand’s promise of the most craved-for pizza experience.”
Have your say