- Meta Ads
- YouTube Ads
- Restaurant Launch
- Founder-led Video
Vincenzo Capuano.
Naples to Mumbai: building hype before the first pizza was served.
World Pizza Champion Vincenzo Capuano was opening his first-ever India outlet. SCRAFT built the pre-launch awareness engine that packed the doors on Day 1 and fuelled revenue growth month after month.
- World Pizza Champion
- 2022
- Neapolitan pizzaiolo family
- 3rd Gen
- Locations across 8 countries
- 50+
- India debut, Lower Parel, Mumbai
- Jul 2026
Three generations of Neapolitan craft, now in Mumbai.
Vincenzo Capuano isn't just a brand name: he's a third-generation Neapolitan pizzaiolo who learned the craft from his grandfather and father in Scampia, Naples. When he won the 2022 World Pizza Championship, he'd already built 50+ locations across Italy, Germany, the Netherlands, Spain, and Asia.
His signature is the Cloud Pizza, made with a 30-hour fermented Nuvola dough using Caputo flour, resulting in an airy, light cornicione unlike anything Mumbai had tasted. The golden scissors ritual, with Vincenzo cutting the pizza tableside, became the defining visual of the campaign.
Opening in Mumbai's Lower Parel was a statement. SCRAFT's job was to make sure the city knew it before the oven was even lit.
A world-famous brand nobody in India had heard of.
Vincenzo Capuano is a phenomenon in Italy and across Europe, but in Mumbai the name meant nothing yet. The task wasn't to drive clicks or conversions. It was to make an entire city curious before the doors even opened.
Zero brand recall in India
Despite 50+ locations globally and a World Champion title, the brand had no presence, no followers, and no word-of-mouth in the Indian market. Every rupee had to build awareness from scratch.
Launch hype is perishable
Restaurant launches live or die on opening week. Creating sustained pre-launch buzz, enough to fill a premium venue in Mumbai's competitive F&B market, required a creative strategy that could spread, not just reach.
The chef himself was the campaign.
We made Vincenzo the face and voice of every ad. Real, scripted videos with him on camera, telling Mumbai why this pizza was unlike anything they'd ever tasted, made the brand feel personal, credible, and unmissable.
- Step 01
Founder-led video creative
Vincenzo appeared on camera himself: scripted, authentic, and passionate. His personality and story (third-generation pizzaiolo, World Champion) gave the ads a credibility no lifestyle shoot could replicate. These videos were built to travel.
- Step 02
Facebook Ads, the primary channel
Facebook carried the bulk of the media weight. We targeted premium Mumbai audiences, food-curious and high-disposable income, with video campaigns built for reach and frequency, driving brand recall in the weeks leading up to launch.
- Step 03
YouTube Ads, the supporting layer
YouTube amplified the same creative to a wider intent-driven audience: people actively searching for food content, Italian cuisine, and restaurant openings in Mumbai. Longer watch time on YouTube let the story breathe.
- Step 04
Phased launch strategy
Three phases: a pre-launch buzz phase (awareness + curiosity), a launch amplification phase (day-of and first-week), and a post-launch growth phase (retargeting warm audiences to drive repeat visits through August and September).
Three phases, one momentum arc.
Each phase had a distinct job, so awareness compounded into buzz, and buzz compounded into a booked-out opening.
Launch campaign · May to September 2026
1 /May – Jun 2026
Pre-launch
- Vincenzo-led scripted videos
- Facebook awareness campaigns
- YouTube brand story ads
- Mumbai food audience targeting
2 /July 2026
Launch
- Lower Parel outlet opens
- Launch-day amplification
- Retargeting warm video viewers
- Packed opening week
3 /Aug – Sep 2026
Post-launch growth
- Retargeting past visitors
- Revenue growth campaigns
- Repeat-visit targeting
- Sustained brand awareness
A successful launch, and the growth that followed.
The July 2026 launch was a strong opening for a brand entering one of India's most competitive restaurant markets. The pre-launch campaign built enough awareness that the venue had strong footfall from day one, with revenue growing consistently through August and September.
Jul 2026
Successful India debut
Lower Parel, Mumbai.
₹3–5L/mo
Media investment
Sustained across Facebook + YouTube.
3 months
Of revenue growth
Consistent growth post-launch.
Press picked it up too.
The launch generated organic media coverage from Curly Tales, India Food Network, Restaurant India, Bold Outline, and other F&B publications, amplifying the paid media spend with earned reach that money couldn't directly buy.
- Curly Tales
- India Food Network
- Restaurant India
- Bold Outline
When the founder is the story, make him the ad.
Vincenzo Capuano had a world-class product and a world-class story. The job of paid media was to put that story in front of the right Mumbai audience before the doors opened.
Founder-led video creative, with real personality and real credibility, is what turns a launch budget into a launch moment.
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Opening somewhere nobody knows your name yet?
Bring the launch date, the founder story, and the city. We will map out a pre-launch awareness plan you can judge before we start.