NEW DELHI, INDIA — Pizza Hut India is taking its love for cheese to new heights with the launch of its Ultimate Cheese Crust and an audacious nationwide campaign urging consumers to “Flip To The Cheese.” The initiative introduces a surprising new way to enjoy pizza—starting from the crust.
The brand explains that innovation begins by listening to its consumers, and cheese consistently emerges as the heart of their cravings. This insight led to the development of Ultimate Cheese, a first-of-its-kind crust upgrade featuring a molten, gooey Cheese Crown baked directly into the crust, along with 2X more cheese overall. Available across all pan pizzas on the Pizza Hut menu, the upgrade promises pure indulgence for cheese lovers.
To mark the launch, Pizza Hut rolled out its bold new campaign encouraging Indians to flip their pizzas for the cheesiest first bite. With “flip” as the central call to action, the brand delivered a striking promotional blitz where everything—from visuals to physical spaces—was turned upside down.
The campaign kicked off as influencers teased the question, “What gets better when you flip it?” before revealing the Cheese Crown crust. Pizza Hut then took an unprecedented step by flipping its entire Instagram presence, inverting its bio, display picture, grid, and account name to reflect the new ritual. The concept extended offline as well, with flipped billboards and even upside-down Pizza Hut stores creating a playful, buzzworthy spectacle.
An upbeat Flip Anthem added energy to the movement, drawing consumers into the ritual, while short festival-themed films reimagined traditional celebrations through the lens of this new “flip-first” experience.
Commenting on the campaign, Manish Guptaa, Chief Marketing Officer, Pizza Hut India, said: “Flip To The Cheese is one of the quirkiest campaigns we’ve ever done, that is sure to pique curiosity and lead consumers to try the product with a fun new iconic ritual. It’s all about celebrating the complete joy and indulgence of a pizza, by enjoying the Ultimate Cheese Crust as much as the slice itself.”
Conceptualised by Havas Creative India, the campaign is supported by a full 360-degree marketing strategy spanning PR, influencer collaborations, out-of-home advertising, in-store branding, and immersive activations.
Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India said: “When Pizza Hut introduced the Ultimate Cheese crust, we saw an opportunity not just to create a campaign, but an unforgettable marketing hook. At Havas Creative India, Flip To The Cheese transformed the product innovation into an iconic eating ritual, rooted in a strong insight that everyone loves that first cheesy bite.”
Pizza Hut calls the launch a “(flip) revolution,” underscoring its commitment to delighting Indian consumers with its cheesiest pizza yet.
