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Pizza Hut, India’s most loved pizza brand, has launched a bold promotional campaign for its innovative Momo Mia pizza, which is India's first pizza topped with juicy momos. This unique fusion combines two beloved food items, creating a product that is both tempting and unconventional. With the catchy tagline 'Troll Karo but Try Karo!', Pizza Hut invites customers to critique its appearance while encouraging them to savour its delicious taste.
Humorous TV Campaign
The campaign features a humorous TV advertisement that playfully critiques the Momo Mia pizza, illustrating that first impressions can be misleading. In the film, the protagonist compares the pizza's appearance to six sumo wrestlers seated around a table. Shortly after, these sumo wrestlers appear at the next table, taste the pizza, and enthusiastically endorse it, sharing the light-hearted message: "Troll karo, but try karo." The ad concludes with everyone recognising the pizza's deliciousness.
Aanandita Datta, Chief Marketing Officer, Pizza Hut India, commented, “Momo Mia pizza is truly a disruptive product that was a huge hit with consumers and even went viral online during its earlier limited release. Taking the troll route is certainly a bold decision for us, but we wanted an approach that captured candid customer reactions in a humorous way while conveying the core message that Momo Mia pizza is worth trying and drooling over. We are confident in the product’s taste and believe this campaign will generate significant chatter and encourage high product trials.”
Comprehensive Marketing Strategy
The campaign has been conceptualised and produced by CreativeLand Asia, with digital films available in major Indian languages. It is supported by a comprehensive 360-degree marketing strategy, including robust PR efforts, influencer partnerships, and extensive out-of-home advertising as well as in-store branding.
Momo Mia Pizza: A Unique Culinary Fusion
Momo Mia pizza features Pizza Hut’s signature cheesy pan base topped with spicy schezwan sauce and juicy street-style momos in its crust. The vegetarian variant includes capsicum, onion, and sweet corn, encircled by vegetable momos, while the non-vegetarian version boasts schezwan chicken meatballs, capsicum, and onion, surrounded by succulent chicken momos.
