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
MakeMyTrip partners with OpenAI to boost AI-powered travel planning
Conversational AI now guides travellers from inspiration straight to booking
GURUGRAM: MakeMyTrip, India’s leading online travel company, has teamed up with OpenAI to bring a fresh twist to AI-driven travel planning. The collaboration integrates OpenAI’s APIs into MakeMyTrip’s app, making it easier than ever for travellers to move from chatting about dream trips to booking them.
The move centres around MakeMyTrip’s Myra interface, a GenAI trip planning assistant that now handles over 50,000 conversations a day in languages ranging from English and Hindi to Tamil, Telugu and Bengali. Myra helps travellers explore options, create itineraries and book flights, hotels and extras without the usual hassle of searching and filtering.
MakeMyTrip co-founder and group CEO Rajesh Magow said, “With OpenAI, we turn curiosity into confident decisions. When travellers start their journey through conversation, MakeMyTrip becomes a seamless extension of that discovery process. AI combined with our travel data makes it possible to deliver personalised, bookable options at scale.”
OpenAI managing director- international Oliver Jay added, “MakeMyTrip is showing how AI can make travel planning feel more like a conversation than a chore. Advanced AI isn’t just about back-end efficiencies, it’s about transforming the way travellers experience and engage with the platform.”
MakeMyTrip has long invested in AI across the travel lifecycle, from inspiration and discovery to booking and post-sales support. Nearly half of Myra’s queries now come from tier-2 and smaller cities, and voice interactions are booming outside metros, making AI travel assistance more accessible than ever.
With this partnership, MakeMyTrip is not just keeping up with AI trends, it’s aiming to lead the way, turning every traveller’s whim into a smooth, bookable adventure.
