Pizza Hut has rolled out a new product called Crafted Flatzz, backed by a campaign film starring Indian cricketers Shivam Dube, Varun Chakravarthy and Harshit Rana. The launch comes at a time when cricket is dominating public attention, with the ongoing ICC Men’s T20 World Cup and the upcoming Indian Premier League season drawing millions of viewers across the country.
Crafted Flatzz marks a shift from the brand’s traditional round pizzas. The new offering features a distinctive oval shape, designed to stand out visually while also offering a different eating experience. It comes with a thin, crisp, lighter crust and is topped generously, aiming to deliver a flavour-forward bite that feels indulgent without being heavy.
The campaign film builds on the chemistry between the three cricketers, highlighting camaraderie and playful banter similar to what fans see on the field. In the film, the players describe Crafted Flatzz as “bolder than team selections” and call its crust “lighter than the competition.” The product is positioned as an “all-rounder” pizza, combining bold flavours, substantial toppings and a lighter base, meant for sharing during match screenings and social gatherings.
Speaking on the launch, Manish Guptaa, Chief Marketing Officer, Pizza Hut Indian Subcontinent, said:
“With Crafted Flatzz, we’re responding to evolving consumer preferences and the growing appetite for new formats and bold flavours. We wanted to create a pizza that feels contemporary, shareable, and distinct from the usual. To bring this innovation to life, our new campaign film taps into India’s deep love for cricket and is perfectly timed with the ongoing ICC T20 World Cup and the upcoming IPL season, cultural moments that bring millions of fans together. This launch reflects our continued focus on innovation and on creating meaningful, shared food experiences.”
Crafted Flatzz is available in seven variants: Fiery Schezwan Veggie, Paneer Makhni Masala, Smokey BBQ Veggie, Overloaded Veggies, Keema Masala, Ultimate and Tandoori Chicken. The range includes both vegetarian and non-vegetarian options, catering to varied taste preferences.
The product will be available across Pizza Hut restaurants in India for dine-in, delivery and takeaway, starting at INR 299. The company is also offering a promotional deal of two Crafted Flatzz for INR 499, positioned as an option for group catch-ups and match-day gatherings.
