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
Rohini Laya Venkateswaran named executive director at Gillette India
P&G veteran with two decades of experience steps into leadership role
NEW DELHI: Rohini Laya Venkateswaran has been appointed executive director at Gillette India Pvt. Ltd., bringing with her more than two decades of experience across sales, strategy and brand leadership within the consumer goods sector. In her new role, she will help steer the company’s strategic direction and growth while strengthening its footprint in the grooming and personal care category.
Venkateswaran joins the board after a long career at Procter & Gamble, where she spent nearly 21 years shaping sales strategy, building brands and driving market expansion across India and international markets.
Most recently, she served as chief sales officer for India at P&G. Prior to that, she was vice president and country manager for east gulf markets, overseeing operations in Kuwait, Oman, Bahrain and Qatar while also guiding sales strategy across the Gulf region, including the UAE.
Earlier in her career, she led sales strategy and planning for India while serving as marketing leader for brands such as Olay and Old Spice. During this stint, she focused on reshaping go-to-market channels and building awareness through digital, social and influencer-led campaigns to drive growth.
Her journey at P&G also included roles such as director sales strategy and planning leader India, associate director modern retail and ecommerce, regional manager for Delhi and Rajasthan, and several key account and trade marketing roles across the country. She also spent time in the United States working on the P&G Walmart international team, collaborating on global retail initiatives.
Venkateswaran holds an MBA in marketing from SP Jain Institute of Management and Research and a bachelor’s degree in mechanical engineering from RV College of Engineering.
With her mix of sales acumen, brand-building experience and global exposure, Venkateswaran’s appointment signals a sharpened focus on growth and market leadership for Gillette India.
