MUMBAI: Pizza Hut has launched a new television campaign, ‘Pasta Masti’, that has been created by JWT.

In line with its tagline, the concept is all about trying "classic" and new flavours and formats of pasta.

The campaign is a light, funny and warm TVC shot with friends mirroring the "Masti" they can have with the new range. It aims to make pasta a fun product, ideal for sharing with friends and takes it out of the zone of expensive Italian restaurants.

Pizza Hut India general manager Sandeep Kataria said, "As a brand, Pizza Hut is about Pizzas and much more. This is why we are the first brand to bring fabulous tasting pastas in an accessible and affordable manner to consumers across the country and the launch of Pasta Masti is a key step in that direction. The campaign highlights the launch of an exciting new range of 11 scrumptious pastas, which comes with large helping of fun and friendliness for everyone."

JWT India executive creative director Surjo Dutt added,

"The TVC is all about demystifying the pasta experience, transforming it from being a formal, uptight affair to a more fun and easy-going experience."

The creative execution shows four friends enjoying the new pasta range at Pizza Hut with friendly banter, leg pulling and bonding - typical of an outing with friends –and it’s all focused around new pastas at Pizza Hut. The campaign demonstrates that there is no one way to eat pasta, it is best enjoyed in your own unique, individual way with your friends – the Fun Way.