The pizza giant tackles the common ‘dry pizza’ problem with innovative marinated toppings and authentic Indian sauces
April 16, 2025
Pizza Hut has unveiled its innovative Juicylicious Pizza Range, specifically designed to address a persistent challenge in the pizza industry – dry, uninspiring pizzas that fail to deliver on flavor expectations. This new offering features succulent marinated paneer and chicken toppings paired with three distinctive Indian-inspired sauces: the robust Kadhai sauce, the aromatic Royal Spice infused with traditional Indian spices, and the intense Southern Chilli sauce.
The launch is accompanied by a creative marketing campaign that resonates with consumers who have experienced settling for dry pizzas due to limited alternatives. The campaign’s centerpiece is a relatable commercial that cleverly contrasts two dining scenarios.
In the opening scene, an office team celebrates a successful quarter in a lackluster pizza establishment. As their boss prepares to announce potential increments, he struggles awkwardly with a dry, difficult-to-chew pizza slice. A witty voiceover interjects: “Dry pizza chabaoge, toh celebrate kaise kar payoge?” (If you’re chewing dry pizza, how will you celebrate?)
The scene then transitions to a vibrant Pizza Hut location – portrayed as the ideal venue for celebrations and gatherings. Here, the same boss enthusiastically enjoys a Juicylicious pizza topped with sizzling, flavorful marinated ingredients. The mood shifts dramatically as he joyfully announces both increments and new targets for his team. The advertisement concludes with the compelling tagline: “Why not Pizza Hut?” – encouraging viewers to elevate their pizza experiences.
“Pizza enthusiasts expect continuous innovation from us, and we strive to exceed these expectations,” said Aanandita Datta, Chief Marketing Officer at Pizza Hut India. “The Juicylicious Pizza range introduces marinated toppings and authentic Indian flavors to solve the dry pizza problem that not only compromises taste but also diminishes special moments and celebrations. Our campaign humorously highlights this insight while showcasing the complete Pizza Hut experience – welcoming atmosphere, exceptional service, and genuinely delicious pizzas that make every celebration memorable.”
The Juicylicious campaign will be promoted across multiple channels including television, print, digital platforms, and out-of-home advertising. Pizza Hut has also formed a strategic partnership with Sports Tak for promotion throughout the IPL season, maximizing visibility during one of India’s most-watched sporting events.
Available in both vegetarian and non-vegetarian options, the Juicylicious Pizzas start at an accessible price point of INR 249, with a complimentary Pepsi included for dine-in and takeaway orders. This combination of innovative flavors, value pricing, and thoughtful promotion positions Pizza Hut to capture significant market interest among consumers seeking more satisfying pizza options.
