“Crispy, Cheesy, Loaded.”

Pizza Hut forayed into a new category in India with the launch of Melts, ‘Crispy, Cheesy and Loaded’, to cater to Gen Z’s extensive multi-tasking.

Aiming to be perfect for anytime, anywhere consumption, Melts is a versatile meal for consumers who like to keep up with the hustle and bustle of life without missing out on important moments. After conducting extensive research, Pizza Hut designed “Melts” with a thin and crispy crust, folded over and loaded with abundant fillings and cheese.

The brand also rolled out a new ‘No Interruption, Only Satisfaction’ campaign that highlights the flexibility of their new pizza, showcasing how individuals indulge in Melts while carrying out a variety of other activities.

“Your perfect grab-and-go meal, whether you’re working, gaming, studying, or even just doomscrolling – get your Melts & savour every bite, without missing a beat,” they wrote.

Conceptualized and shot by CreativeLand Asia, the campaign was promoted on TV and through digital films in major Indian languages. It was also supported by an extensive 360-degree marketing strategy, backed by expansive PR and influencer partnerships, along with out-of-home advertising and in-store branding for better engagement with fast-paced consumers.

 

View this post on Instagram

 

A post shared by Playground (@playground_global)

Talking about the campaign, Aanandita Datta, CMO, Pizza Hut India, said, “As meal times get blurred and lifestyles get busier, consumers increasingly look for options that seamlessly blend into their lifestyle. The ‘No Interruption, Only Satisfaction’ campaign brilliantly captures this sentiment and showcases Melts as the ultimate choice for individuals on the move.”

Melts is available in six variants designed to suit Indian tastes: Loaded Veggie BBQ, Loaded Chicken BBQ, Cheezy Cheese, Cheezy Cheese Chicken, Magical Makhni Paneer, and Chicken Tikka and Keema.