Pizza Hut has extended the rollout of its newly launched Crafted Flatzz with a creator-first digital campaign featuring influencer and actor Niharika NM. The collaboration has been conceptualised and executed by Defodio Digital, the brand’s digital strategy and influencer marketing partner.
Building on the national launch, the film leans into Niharika’s trademark comedic style, framing Crafted Flatzz through a playful, relationship-inspired narrative. The content spotlights the product’s lighter crust and bold flavours while keeping the tone native to social platforms, where personality-led storytelling often outperforms direct product messaging.
View this post on Instagram
The move signals a broader shift in campaign architecture, with brands increasingly pairing high-reach advertising with creator-driven content to sustain digital engagement. By extending the conversation beyond traditional launch communication, Pizza Hut aims to embed Crafted Flatzz within online communities in a more informal, participatory manner.
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.”
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."
