Mumbai: Pizza Hut, an Indian pizza brand forayed into a new category in India with the launch of Melts. Crispy, cheesy and loaded - melts is a convenient, and satisfying meal option, featuring a thin and crispy crust, folded over and loaded with abundant fillings, melty cheese and flavourful sauce.
Perfect for anytime, anywhere consumption, Melts is the apt meal for multitasking consumers, who believe in staying one step ahead in the hustle and bustle of life, without missing a beat. To highlight the sheer versatility of Melts, Pizza Hut is rolling out a slice of life ‘No Interruption, Only Satisfaction’ campaign, that brings out the convenience and satisfaction of Pizza Hut's new Melts, designed for on-the-go consumption without interrupting daily activities.
The ‘No Interruption, Only Satisfaction’ campaign film opens with a spotlight on Melts. The film then cuts to various situations showing people holding and enjoying Melts with one hand while they simultaneously play a video game, shuffle songs as a DJ at party or do the viral ‘Moye moye’ hook step – all without missing a beat. The campaign showcases how individuals are effortlessly indulging in Melts while gaming, working, or dancing, elucidating that Melts perfectly fits into their everyday activities and seamlessly integrates into their busy routines.
Talking about the campaign, Pizza Hut India CMO Aanandita Datta said, “As meal-times get blurred and lifestyles get busier, consumers increasingly look for options that seamlessly blend into their lifestyle. The 'No Interruption, Only Satisfaction' campaign brilliantly captures this sentiment and showcases Melts as the ultimate choice for individuals on the move. Melts is a product unlike any we have ever had in India and marks our entry into a brand-new category. The variety of flavours and a great value price point will surely delight and surprise our customers.”
The ‘No Interruption, Only Satisfaction’ film has been conceptualised and shot by CreativeLand Asia and will be promoted on TV & through digital films in major Indian languages. The campaign is supported by an expansive 360-degree marketing strategy, backed by robust PR and influencer partnerships, as well as out-of-home advertising and in-store branding for effective engagement with fast-paced consumers. To further connect with a savvy, young audience, the brand has also collaborated with Playground, India’s first gaming reality show aired on Amazon Mini TV, showcasing how Melts can enhance the gaming experience without interruptions, offering gamers a convenient and satisfying meal option.
Melts is available in six delightful variants tailored to Indian tastes: Loaded Veggie BBQ, Loaded Chicken BBQ, Cheezy Cheese, Cheezy Cheese Chicken, Magical Makhni Paneer, and Chicken Tikka and Keema. Starting at just Rs 169, Melts is available in all 850 plus Pizza Hut restaurants across dine-in, delivery, and takeaway. This global bestselling addition to Pizza Hut’s menu is sure to redefine consumer preferences when it comes to relishing their favourite food while on-the-go.
