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
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
