Brands
Pizza Hut flips the script as crust becomes the cheesiest star yet
MUMBAI: If you thought pizza was all about the slice, Pizza Hut has officially flipped that idea on its head quite literally. In one of its boldest innovation pushes yet, the brand has launched Ultimate Cheese, a first-of-its-kind crust upgrade that shifts the spotlight to the edge of the pizza, complete with a molten Cheese Crown baked right into it and 2X the cheese overall.
The result? A crust so indulgent that Pizza Hut wants you to start eating from the crust first, a reversal of pizza tradition that sparked the cheeky, highly visual campaign “Flip To The Cheese”.
The campaign takes the question the brand began with how do you make pizza even cheesier, younger, and more ownable? and turns it into a nationwide marketing stunt. And true to the name, Pizza Hut flipped everything: its Instagram grid, display picture, bio, even the account name. The flip spilled onto the streets, with billboards and entire stores turning upside down to match the new ritual.
Influencers kicked off the chaos, teasing followers with “What gets better when you flip it?” before revealing the gooey new Cheese Crown. The campaign even birthed its own anthem, sending social media into a playful frenzy of people literally flipping their world for that first cheesy bite.
Festivals weren’t spared either Pizza Hut dropped quirky short films encouraging consumers to “flip” their festive traditions as well, adding a cheesy twist to celebrations.
Calling it one of their most daring creative moves, Pizza Hut India chief marketing officer Manish Guptaa said, “Flip To The Cheese is one of the quirkiest campaigns we’ve ever done. It piques curiosity and gives consumers a fun new ritual. It celebrates the joy of pizza by encouraging people to enjoy the Ultimate Cheese Crust as much as the slice itself.”
Conceptualised by Havas Creative India, the campaign is backed by a full 360-degree marketing plan PR, influencers, outdoor, in-store activations, and immersive experiences.
Havas Creative India managing director & chief creative officer Anupama Ramaswamy added, “This wasn’t just a campaign, it was a hook. Flip To The Cheese transformed the product innovation into an iconic ritual, built on the insight that everyone loves that first cheesy bite.”
With 890plus Pizza Hut restaurants across India serving the Ultimate Cheese crust for dine-in, delivery, and takeaway, the brand is calling this not just a launch, but a full-blown flip revolution.
Cheese lovers, prepare to turn your pizza around your first bite will never be the same again.
Brands
Sanjeev Rolyan named global director at HCLTech
HCLTech taps seasoned pro to steer digital and software strategy worldwide
NOIDA: Sanjeev Rolyan has reached a new peak in his career, stepping into the role of global director at HCLTech. With over 16 years of experience in the tech and digital services arena, Rolyan is set to bring his expertise in software, applications, and end-to-end source-to-pay functions to the global stage.
Before this elevation, Rolyan held multiple leadership roles at HCLTech, including director & business head and general manager, where he played a pivotal role in driving enterprise resource planning and digital transformation initiatives.
His journey in the industry spans nearly two decades, starting with a long tenure at Genpact as assistant vice president, where he managed sourcing and procurement for IT solutions, SaaS, PaaS, IaaS, and application development projects.
Rolyan’s academic credentials include a postgraduate diploma in international business from Symbiosis International University and a certificate in digital strategies for business from Columbia Business School, where he mastered five key domains: customer, competition, data, innovation, and value.
At HCLTech, Rolyan’s mission is clear: to amplify the company’s software and digital offerings, streamline operations, and lead the charge in global digital transformation. With his blend of experience, strategic insight, and digital acumen, the tech world will be watching closely.
