Mumbai: In a complete brand refresh, India’s leading pizza chain Pizza Hut announced a bold and fun campaign using internet star, Bhuvan Bam, being hypnotized by the delicious new range of pizzas.
The new TVCs have one of India’s most popular Youtubers Bhuvan Bam (BB Ki Vines) getting into a frenzy the moment the thought of a pizza comes to his mind. The craving is unstoppable, and you see Bhuvan walking, rather grooving, his way – as the crow flies – straight to a Pizza Hut.
With the refrain Pizza Hut Javenge 99 Mein Khavenge, the campaign is centered around the brand’s boldest value offering since it entered the Indian market in 1996 – i.e. offering the tastiest pan pizzas at affordable everyday price-points across its channels of dine-in, delivery and takeaway, starting at INR 99 and INR 199.
Directed by veteran ad film guru, PrahladKakar and produced by Creativeland Pictures, this is the first time a digital influencer will star as the main protagonist in a TV commercial by a leading QSR brand in the country. The national campaign breaks on 14th November across key markets in a range of languages across television and digital media. The campaign will be supported by plenty of social and on ground + digital activities.
“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’, 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!”, said Yashodhara Lal, Marketing Director, Pizza Hut India.
“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. At Creativeland Asia, we are constantly watching, learning, reinventing and bettering ourselves to deliver the newest thinking we possibly can. Our brief was to conceptualize a campaign driving the 99 price-point while keeping true to the brand’s promise of the most craved-for pizza experience. Pizza Hut Javenge 99 Mein Khavenge, with Bhuvan Bam getting triggered by anything that remotely sounds like pizza is a very surprising take that is designed to keep both the price point and the brand top of mind.”,said Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia.
“This campaign also brings to the spotlight our dine-in experience, even as we continuously drive growth through delivery with pizzahut.co.in’, added Yashodhara. ‘Overall, this marks afresh new direction for Pizza Hut, and we’ll increasingly be celebrating our unabashed obsession with pizzas!”