MUMBAI: Diageo India has named Aanandita Datta as its new vice president, marketing and category head. She moves from Pizza Hut, where she was chief marketing officer for India and the subcontinent, and before that spent nearly a decade at Unilever.
A marketing veteran with 19 years of experience, Datta has worked across categories from oral care and foods to beverages. She launched and scaled brands such as Sensodyne and Lipton, built new categories like green tea and sensitive oral care, and led Horlicks’ major relaunch in 2010. At Pizza Hut, she drove campaigns to court young consumers and make the brand part of “young India’s daily life”.
Datta described herself as a “storyteller with a curious mind”, saying her purpose lay in “exploring the unknown and inspiring others to do the same”. She has previously managed portfolios worth over €1.3bn, partnered with the UN and Indian government on sustainability projects, and steered both disruptive innovation and mature-brand growth.
At Diageo, she takes charge of marketing strategy and category development in one of India’s most competitive consumer markets.
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.
Mumbai: As SW Network continues to onboard more global clients, landing the prestigious Pizza Hut mandate adds another impressive achievement to its portfolio. YouthBeat, the pioneering youth marketing wing of SW Network, has recently secured the youth marketing mandate of Pizza Hut, India’s most loved pizza brand. SW Network’s Delhi office will handle the account, which was secured through a rigorous multi-agency pitch.
Pizza Hut’s newly launched ‘Melts’ is stirring up excitement in the Indian market. As per the mandate, YouthBeat will be responsible for crafting engaging content for Pizza Hut Melts and maximizing its reach on campuses and beyond. They will also be spearheading an effective student ambassador program with 500 students across 8 cities to engage with Gen Z and young audiences, promoting the Melts range in the coolest, most innovative ways.
To channel its youth community’s competitive spirit, YouthBeat will introduce weekly tasks and challenges within the student ambassador program. Tasks such as increasing trials and expanding reach, with all the progress being tracked on a dedicated microsite will feature via a leaderboard. Top performers will be given the chance to win coveted rewards including MacBook, Air, iPhone, iPads, Jordans, and many other exciting prizes to ensure high engagement and enthusiasm among Gen Z.
Sociowash co-founder Raghav Bagai on winning the mandate, expressed “Partnering up a big player in the F&B space such as Pizza Hut is very thrilling for us. We, at YouthBeat, will be devising Pizza Hut’s very own student ambassador program called The Melts Squad, consisting of ambassadors across many Indian cities. We are already looking at more possible tools to optimize this ambassador program, leveraging our expertise in understanding the GenZ preferences and mindset, to enhance awareness and engagement around the new range. The Melts range comes with a tagline of “No interruptions. Only Satisfaction”- and we want to rightly put across how crispy, cheesy, and, loaded the range is, solidifying the sentiment that nothing in the world needs to pause while you binge on your own ’Melts’.”
Commenting on the collaboration with SW Network, Pizza Hut India CMO Aanandita Datta said, “Gen Z is an important demographic for us, and we are looking at many innovative ways to engage with them. Partnering with SW Network to launch the Melts Squad program is a significant step in that direction. Melts has already taken Gen Z by storm, and we are excited to take it up a notch with this partnership”
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.
