Pizza Hut is addressing a common pizza complaint with the launch of its new Juicylicious Pizza Range, featuring marinated toppings of juicy paneer and chicken paired with three distinct sauces inspired by the rich flavors of India. The new range aims to tackle the “dry pizza” challenge by offering more succulent and flavorful options, available in three unique variants: the bold Kadhai sauce, the aromatic Royal Spice infused with Indian spices, and the fiery Southern Chilli sauce.
To promote the Juicylicious range, Pizza Hut has released a lighthearted and relatable campaign film that highlights the frustrations pizza lovers often face with dry, lackluster pizzas. The film begins in a dull office lunch setting, where the team is stuck with an uninspiring pizza. When the boss announces a successful quarter, the team eagerly asks for increments, but he struggles to chew the dry pizza. A playful voiceover interrupts, asking: “Dry pizza chabaoge, toh celebrate kaise kar payoge?” (“How can you celebrate with dry pizza?”)
The scene then shifts to a vibrant Pizza Hut restaurant, filled with energy and excitement. The boss bites into a hot, juicy Juicylicious pizza, topped with sizzling, marinated ingredients. The film encourages viewers to upgrade their pizza experience with the catchy line, “Why not Pizza Hut?” The boss, now visibly delighted, announces not only the increments but also new targets for the team, sealing the film’s upbeat message.
Aanandita Datta, Chief Marketing Officer at Pizza Hut India, shared her thoughts on the launch, saying, “Pizza lovers expect us to continually raise the bar with our product innovations, and we aim to never disappoint them. The Juicylicious range is designed to solve the dry pizza problem that ruins both taste and the special moments tied to it. Our campaign film humorously underscores this insight while encouraging customers to savor the rich, flavorful experience of our new pizzas.”
The Juicylicious campaign will be promoted through TV, print, digital, and out-of-home media. Additionally, Pizza Hut has partnered with Sports Tak to promote the new range throughout the IPL season.
The Juicylicious pizzas are available in both vegetarian and non-vegetarian options, starting at INR 249. The deal also includes a free Pepsi with dine-in or takeaway orders.
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