Pizza Hut has unveiled Crafted Flatzz, an oval-shaped reimagination of pizza, backed by a cricket-themed campaign featuring Shivam Dube, Varun Chakravarthy and Harshit Rana. Timed with the ICC T20 World Cup and IPL season, the launch highlights bold flavours, shareability and innovation for evolving consumer tastes.
In a country where cricket matches double up as social gatherings and food is as integral to the experience as the scoreboard, Pizza Hut is betting big on a new format that promises to shake up the way India looks at its favourite indulgence. The brand has launched Crafted Flatzz, an innovation that moves away from the traditional round pizza base and instead introduces a distinctive oval shape—designed to be lighter, more shareable and visually striking.
The launch is supported by a high-energy advertising campaign featuring Indian cricketers Shivam Dube, Varun Chakravarthy and Harshit Rana. Their easy camaraderie and playful banter form the backbone of a film that leans into the nation’s deep-rooted love for cricket while positioning Crafted Flatzz as a bold, contemporary twist on a classic favourite.
At the heart of the innovation is its unconventional silhouette. By swapping the familiar circular form for an elongated oval, Pizza Hut is signalling a shift not just in shape but in sensibility. The format is intended to feel lighter on the palate and easier to share across the table—an important cue in a market where dining is increasingly about collective experiences. The oval design also stands out visually, offering a product that feels instantly differentiated in a crowded quick-service restaurant landscape.
In the campaign film, the trio of cricketers draw parallels between the new pizza and the unpredictability of modern cricket. In a cheeky nod to on-field drama, they describe Crafted Flatzz as “bolder than team selections” and tout its crust as “lighter than the competition.” The dialogue is laced with locker-room humour, echoing the chemistry fans associate with the sport. By framing the product as an “all-rounder” that balances flavour, texture and indulgence, the campaign taps into cricketing vocabulary to reinforce its positioning.
The timing of the launch is strategic. With the ongoing ICC T20 World Cup capturing national attention and the upcoming Indian Premier League season set to follow, Pizza Hut is aligning itself with two of the most powerful cultural moments in the country. During these tournaments, homes transform into mini stadiums, and food orders spike as friends and families gather to watch matches together. By embedding Crafted Flatzz within this sporting narrative, the brand aims to position it as the go-to match companion.
Manish Guptaa, chief marketing officer, Pizza Hut Indian Subcontinent, said the introduction of Crafted Flatzz reflects the brand’s effort to stay attuned to changing consumer preferences. According to him, there is a growing appetite for contemporary formats and bold flavours—especially among younger diners who seek novelty and Instagram-worthy presentations as much as taste. The oval pizza, he noted, responds to this demand for something visually distinctive and experientially fresh.
Crafted Flatzz arrives in seven variants, each tailored to Indian flavour sensibilities. The Fiery Schezwan Veggie caters to spice enthusiasts, while Paneer Makhni Masala draws from familiar North Indian comfort flavours. Smokey BBQ Veggie and Overloaded Veggies speak to those seeking layered textures, while Keema Masala adds a hearty, desi twist. The Ultimate variant promises a generous medley of toppings, and Tandoori Chicken taps into smoky, grill-inspired notes that have long been popular in the Indian quick-service space.
The emphasis, however, is not just on variety but on shareability. The elongated base allows slices to be portioned in a way that feels conducive to group settings. In a market where consumers increasingly order for gatherings—be it cricket screenings, casual house parties or weekend family meals—the format underscores Pizza Hut’s broader focus on communal dining. The brand is positioning Crafted Flatzz as food that invites conversation and connection, rather than a solitary indulgence.
Visually, the oval pizza also lends itself to digital storytelling. In an era where food discovery is often mediated through social media feeds, an unconventional shape can spark curiosity and engagement. By combining this design-led innovation with celebrity cricketers at the peak of public visibility, Pizza Hut is attempting to create a product moment that travels beyond traditional advertising into online chatter.
The campaign’s light-hearted tone reflects an understanding of cricket’s emotional pull. Rather than leaning into high-octane heroics, the film plays up friendship and fun—qualities that resonate during T20 tournaments known for their fast pace and festive atmosphere. The cricketers’ self-aware humour, particularly lines comparing the pizza to daring team selections, mirrors the debates and discussions that animate every tournament season.
For Pizza Hut, Crafted Flatzz represents more than a new menu item. It signals an ongoing commitment to product innovation in a highly competitive market where differentiation is critical. With consumers exposed to a growing array of global and local food options, brands must constantly reinvent familiar formats to stay relevant. By reimagining the very geometry of pizza, Pizza Hut is attempting to demonstrate that even iconic staples can evolve.
As cricket fever grips the nation and living rooms turn into cheering arenas, Crafted Flatzz is being positioned as a fitting companion—bold in form, generous in flavour and designed for sharing. Whether the oval pizza becomes a lasting favourite or a seasonal sensation, its launch underscores a larger truth about India’s food culture: innovation, like cricket, thrives on a blend of tradition, experimentation and the joy of coming together.
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