Ad Campaigns
Pizza Hut launches ‘Troll Karo but Try Karo’ campaign
Mumbai: Indian pizza brand – Pizza Hut has launched a new promotional campaign for its Momo Mia pizza, a pizza that’s topped with juicy momos. The Momo Mia pizza brings together two fan favourites, resulting in a product that is both unconventional and intriguing. While some might find its appearance unusual, Pizza Hut invites customers to troll its look but urges them to give it a try, assuring them that the delicious taste will win them over.
As part of the campaign, Pizza Hut has released a humorous TV ad that playfully pokes fun at the Momo Mia pizza. In the ad, the protagonist compares the pizza’s appearance to six sumo wrestlers sitting around a table. In a funny twist, six actual sumo wrestlers appear, taste the pizza, and give it their approval, delivering the message: ‘Troll karo, but Try Karo’. The ad concludes by highlighting that despite its unconventional look, the Momo Mia pizza is undeniably delicious.
Commenting on the campaign, Pizza Hut India CMO Aanandita Datta said, “Momo Mia pizza is truly a disruptive product which was a huge hit with consumers and infact went viral on the internet when we earlier introduced it for a limited period. Taking the troll route is certainly a very bold decision for us but we wanted an approach that captured candid customer reactions in a humorous way and yet gives the core message that Momo Mia pizza is worth trying and drooling over. We are confident of the product’s taste and certain that this campaign will fuel not just massive chatter, but also high product trials.”
The campaign has been conceptualised and shot by CreativeLand Asia and will be promoted through digital films in major Indian languages. The campaign includes a 360-degree marketing strategy with PR, influencer partnerships, outdoor ads, and in-store branding.
The Momo Mia pizza combines Pizza Hut’s signature cheesy pan pizza with spicy Schezwan sauce and street-style momo in its crust. The vegetarian version includes capsicum, onion, sweet corn, and vegetable momo, while the non-vegetarian option has Schezwan chicken meatballs, capsicum, onion, and chicken momo. Available at 890-plus Pizza Hut outlets across India for dine-in, delivery, and takeaway, the brand offers deals like the Momo Mia meal for one starting at Rs 299, including a pizza and a Pepsi PET bottle.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
