New Delhi: Building on the national launch of its newly introduced Crafted Flatzz, Pizza Hut has strengthened its digital conversation with a creator-led film featuring digital creator and actor Niharika NM. The influencer collaboration has been conceptualised and executed by Defodio Digital, Pizza Hut’s digital strategy and influencer marketing partner.
Known for her sharp comedic timing and strong connect with digital audiences, Niharika NM brings her signature personality to the film, presenting Crafted Flatzz through a playful, relationship-inspired narrative. The content highlights the product’s lighter crust, bold flavours and balanced indulgence in a format that feels organic and native to social platforms.
The digital film complements Pizza Hut’s broader launch communication while tapping into creator culture, where audiences increasingly engage with personality-led storytelling over traditional product-centric messaging.
Commenting on the campaign, Vibhor Gulati, Co-founder, Defodio Digital, said, “The national campaign created strong awareness. Our focus was to carry that conversation into spaces where people engage more casually — through creators they already follow. Niharika’s storytelling style made the product feel natural within everyday humour, which is exactly how audiences interact with content online today.”
The collaboration reflects a broader shift in campaign strategies, where brands are combining high-visibility advertising with creator-driven storytelling to sustain momentum across digital environments.
Manish Guptaa, Chief Marketing Officer, Pizza Hut, said, “Today’s consumers discover and experience brands through creators they trust. With Crafted Flatzz, we wanted to move beyond traditional messaging and bring the product into everyday digital conversations. Niharika’s unique storytelling style helped us present the product in a way that feels entertaining, relevant and native to social platforms.”
As Crafted Flatzz continues to build visibility, the influencer-led film adds a strong social layer to the campaign, enabling the product to travel organically through online communities in a more informal and participatory manner.
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