Pizza Hut Doubles Down Crafted Flatzz Launch with Creator-Led Campaign

Building on the national launch campaign of Pizza Hut’s newly introduced Crafted Flatzz, the brand has further strengthened its digital conversation through a creator-led film featuring digital creator and actor Niharika NM. The influencer collaboration has been conceptualised and executed by Defodio Digital, the brand’s digital strategy and influencer marketing partner.

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."

The collaboration reflects a broader shift in how brands structure campaign rollouts — combining high-visibility advertising with creator-driven storytelling that sustains momentum in digital environments.

Vibhor Gulati, Co-founder, Defodio Digital, said, “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 digital film was designed to complement Pizza Hut’s broader launch communication while tapping into creator culture, where audiences respond more strongly to personality-led storytelling than product-centric messaging.