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Tag: CupShup

  • CupShup promotes Nikshit Patani to VP – growth

    CupShup promotes Nikshit Patani to VP – growth

    Mumbai: CupShup, a full-service agency has promoted Nikshit Patani to the position of VP – growth. He has been associated with CupShup for over five years at different levels.

    In his new role, Patani will be reporting to Cupshup co-founder Sourav Kumar and will be accountable for the overall growth of the agency and will be responsible for client relationship, retention programming, planning expansion strategy and more importantly people & process building across the organisation, said the statement.

    “We are happy to have Nikshit in this new role. He deserves every bit of it, his passion and enthusiasm were palpable at the first meeting and is still intact till today,” said Sourav Kumar. “His vast experience of working across different ecosystems and his agency acumen will bring in better efficiency and add to the creative talent we have in the team.”

    Patani joined CupShup in the year 2017 as an operations manager. He rose through the ranks strengthening operations, client servicing and account management.

    He has expertise in BTL activations and offline advertising for 100+ brands and worked for industries that include FMCG, BFSI, fintech startups, consumer tech, ed-tech, med-tech and many more.

    “I am thankful for Sourav’s trust in my abilities and vision,” said Nikshit Patani. “The journey has been phenomenal from an Ops Manager to now VP growth – CupShup has played a key role in my career graph, and I look forward to adding more to their growth as a company.”

  • CupShup promotes Sourav Kumar to co-founder

    CupShup promotes Sourav Kumar to co-founder

    Mumbai: CupShup, a full-service agency has promoted Sourav Kumar to the position of co-founder. Prior to this, Kumar served as the growth head for over three years.

    Kumar joined CupShup in 2018 and was the seventh employee then at the company. Joining as city manager for Delhi NCR region, he rose through the ranks strengthening operations, client servicing and account management, said the statement.

    “We are delighted to have Sourav in this new role. The energy and passion was palpable even at the first meeting and Sourav has not just maintained but at times bettered it with time,” said CupShup co-founder Sidharth Singh. “His vast experience of working across different ecosystems and his agency acumen will bring in better efficiency and add to the creative talent we have in the team.”

    In his new role, Kumar will be accountable for the overall growth of CupShup. Right from strategising sales, profitability, partnership, client relationship, retention programming, planning expansion strategy, and process building.

    “I am excited and proud to take on the mandate of a co-founder at CupShup. I am thankful for Sidharth’s trust in my abilities and vision,” said Kumar. “CupShup has played a key role in my career graph, and I look forward to adding more to their growth as a company.”

  • CupShup launches BTL activation across 3000 corporates for edtech major upGrad

    CupShup launches BTL activation across 3000 corporates for edtech major upGrad

    MUMBAI: CupShup, an independent advertising start-up, has joined hands with upGrad to help corporates upgrade their skills in today's fast-changing technology landscape. upGrad is one of India’s largest online higher education company, which provides online programs in Data Science, Artificial Intelligence, Digital Marketing, MBA in collaboration with some of the most reputed universities in India and internationally, like IIT Madras, IIIT Bangalore, BITS Pilani Deakin University, Liverpool Business School among others. The company’s core differentiator is its deep investment in technology and the learning experience, as well as a high-touch model to ensure the highest rates of completion by any online player in the world and a focus on successful career transitions for its learners.

    With CupShup’s support, the team distributed more than 3 lakhs cups in 10 cities including Bengaluru, Delhi and Mumbai earlier this year. The team plans to successfully tie-up with 1000+ corporates by the end of this quarter. The cups were distributed with some unique and innovative taglines, in major corporate & tech parks, motivating corporate employees to take up these programs to ‘rise up’ in their careers.

    In addition to cup branding, other branding options like lift, pedal lock were explored to generate brand awareness. Career counsellors from upGrad visited the corporates to interact with professionals and advise them on the need for upskilling.

    Commenting on the campaign, CupShup, co-founder Sidharth Singh said, “Corporates now understand the importance of upskilling to grow in their respective careers. Our campaign with upGrad is very relevant as it is targeted at the corporates and focuses on the benefits of upgrading their skills and how can one select the right path to sustain themselves in the corporate."

    upGrad chief business officer Abhishek Arora said, “Discussing career choices and growth prospects becomes more contextual in workplace than in an informal environment. CupShup has helped us to reach our core TG in the right context, which has helped us to scale our business. While we have started with a 10-city campaign, we plan to scale the activity to more cities in the coming quarters.”

  • CupShup joins hands with Oxfam India to fight inequality

    CupShup joins hands with Oxfam India to fight inequality

    MUMBAI: CupShup – an independent advertising start-up – has joined hands with Oxfam India in their fight against inequality. rights group, Oxfam recently released a report 'Time to Care' that showed that global inequality is shockingly entrenched and that India’s richest one percent hold more than four-times the wealth held by the bottom 70 per cent of the population.

    Through CupShup’s wide network, Oxfam aims to reach out to Gen-Z to create awareness regarding wealth inequality in India and also encourage them to join the movement.

    The campaign, primarily led in the national capital region, is also being supported by NukkadNataks or street theatre in outdoor public spaces that centre around inequality and how it is affecting the common man. The campaign is also being promoted on radio. The team distributed cups in colleges and universities across the Delhi and NCR region.

    The cups have interesting taglines printed on them highlighting inequality and how it is fuelled, which would help garner the attention of the consumer and in turn motivate them for call to action.

    Commenting on the campaign, CupShup co-founder Sidharth Singh said, “The ‘Time to Care’ report has highlighted the root of major economic issues that a common man faces in our country and we are honoured to be supporting Oxfam in this noble cause to bring awareness. Through cups and Nukkadnataks we are also hopeful to create awareness on unpaid and underpaid work that women undertake in India & globally.”

    “The action was part of the mobilization in Delhi by the fight inequality alliance in India. The current rate of inequality in India is unacceptable and it is time for citizens across the country to stand together in support of a fairer, more equal India," said Oxfam India lead campaigner inequality Anjela Taneja.

     

  • CupShup joins hands with Oxfam India to support rights of tea plantation workers

    CupShup joins hands with Oxfam India to support rights of tea plantation workers

    India: CupShup – an independent advertising start-up, has joined hands with Oxfam India, to campaign for fair wages and better living conditions of tea plantation workers of Assam. Oxfam India is a non-profit organization fighting discrimination and working to improve the lives of vulnerable groups in the country including tea plantation workers in the north eastern state of Assam.

    Through CupShup’s network, Oxfam India aims to reach out to corporates to create awareness regarding the living & working conditions of tea plantation workers in Assam. The campaign also encourages corporate employees to donate and support the cause.

    The team distributed cups to more than 200 corporates across Mumbai, Pune & Bengaluru, through this campaign. CupShup distributed cups with unique taglines and quotes printed on it, highlighting the issues faced by tea farmers in their day-to-day life, along with the details of the campaign which an individual can support.

    Commenting on the campaign, Sidharth Singh, Co-Founder, CupShup, said, “We are delighted to be associated with such a noble cause with Oxfam India. The cups distributed to our network is primarily used for consumption of tea, hence, associating ourselves with a cause which would benefit the ones who help produce tea on ground made a lot of us sense for me & my team. Through this campaign, CupShup is not only going to help them raise donations, but also enlighten the corporates about the severe conditions which a tea plantation worker faces in his/her day to day life.”

    “Our research points to the fact that the tea plantation workers and their families have a very vulnerable existence. It is important that Indian consumers continue enjoying their cup of tea and at the same time demand fair living wages for workers. Our partnership with CupShup is extremely valuable and we hope to receive support from corporates for the campaign. It will help us fight for the rights of tea workers and improve their lives,” said Amitabh Behar, CEO, Oxfam India.

  • SBI Life Insurance extends ‘Main se Hum’ brand campaign on ground

    SBI Life Insurance extends ‘Main se Hum’ brand campaign on ground

    MUMBAI: SBI Life Insurance, a private life insurance company in India, has collaborated with advertising startup, CupShup, known for its popular technique of converting tea and coffee cups into a platform for brands. The on-ground extension of SBI Life’s ‘Main se Hum’ campaign is aimed at creating a deeper consumer connects by unintrusively participating in their daily tea breaks. SBI Life’s 360° campaign targets consumers across multiple platforms through conventional marketing media such as TV, print, outdoor, along with digital and social media.

    8 lakh cups are being distributed among 75 leading corporate houses through this promotion which has been live since October 2018. The cups carry simple illustrations on ‘Main se hum ka kadam' describing the services that individuals can opt for themselves or their family.

    Commenting on the collaboration, SBI Life Insurance Company Ltd chief of brand & corporate communication Ravindra Sharma said, “The challenge to connect with today’s consumer is to device strategies which are unintrusive yet powerful enough to capture their mind-space. In that context, the association with CupShup works as a fitting extension for Main Se Hum, as it places the brand literally in the hands of our consumers without interrupting their routine. We hope to leverage the social beverage of India to encourage today’s consumer to take on insurance as happy responsibility.”

    Adding further, CupShup co-founder Sidharth Singh said, “We are extremely glad to tie up with SBI Life for this campaign. The beauty of paper cup marketing is that it is targeted and takes the brand to the right hands, literally! Having tea is an emotion for Indians and the paper tea cup is a part of their life everywhere they go. Tea drinking is a social habit that triggers discussion and engagement. With paper cup branding, relationship building is easier and that is also the idea behind SBI Life’s ‘Main se Hum’ campaign.”

    Along with paper cups branding, CupShup will also conduct corporate activation for SBI Life taking the brand right inside the corporate premise to engage with employees and generate leads.

  • CupShup leverages the power of India’s most favorite social habit to promote Dice Media’s web series What The Folks! season 2

    CupShup leverages the power of India’s most favorite social habit to promote Dice Media’s web series What The Folks! season 2

    MUMBAI: CupShup, the venture known for the popular technique of converting tea and coffee cups into a platform for brands, has launched a campaign promoting Dice Media’s newest web series What The Folks! Season 2. The series is a modern take on how families grow together despite their differences. What The Folks! Season 2 will be a crazier, funnier and a warmer journey of a family dealing with challenges thrown at them. In a bid to promote the series, CupShup will reach out to over 200 corporates across Mumbai, Delhi NCR, and Bengaluru.

    Banking on the popularity of the characters in the series and their likeability among the masses, CupShup has embarked on a unique plan of action. Five different creatives have been used in different paper cups, which carry quirky one liners about each character in the series. The campaign will be carried on till 5th November 2018.

    Speaking about this, Mr Sanil Jain, Co-Founder, CupShup, said, “What The Folks! is an extremely popular web series and people across all age groups identify with it and the characters therein. Another habit that every Indian identifies with is drinking tea. There thus could not have been a more perfect amalgamation than to promote the series and its characters through paper tea cups. The already famous series will only grow in popularity and resonate across the cities.”

    Adding her comments, Aditi Shrivastava, co-founder of Pocket Aces said, “After a successful partnership last year, we were excited to repeat our collaboration with CupShup this year. Corporates are the perfect target audience for What The Folks!. The idea is to grab their attention while they're sipping on their day's cuppa and to remind them that some great content to indulge in is just a click away. Our online reach is about 50 million per week and offline partners such as CupShup help us make our engagement with audiences that much more personal.” Shrivastava adds, “It also helps extend visibility for our partner brands Epigamia and Pepperfry to this audience. So it's a win-win-win, the way we see it”

    The paper cups are a cue which triggers people to start talking about something; discussions that may not happen when they see a hoarding. Using this vantage point, CupShup hopes to receive tremendous response from the target audience for the web series. Giving the age-old medium a new lease of life, CupShup has delivered various other advertisements earlier worth half-a-million dollars for many other brands over the past three years.

    Once it has dug its feet in colleges and corporate offices, CupShup plans to make use of this access to provide other kinds of marketing services. For starters, CupShup helps its clients place some of their sample products at offices for potential customers to try.

  • Kotak Securities uses cups to promote its latest offering

    Kotak Securities uses cups to promote its latest offering

    MUMBAI: Kotak Securities, the stock broking arm of Kotak Mahindra Bank Limited, is the new addition in the list of brands that has opted for a distinct marketing strategy by tying up with advertising start-up CupShup which is known for its popular technique of converting tea and coffee cups in to a platform for brands to get visibility amongst its target audience.

    Kotak Securities is promoting its recently launched product – Free IntraDay Trading where CupShup has chosen Indigo Airlines as one of the spots to execute the campaign. Free IntraDay Trading allows self directed investors to do intra-day trading without paying any brokerage.

    Apart from Indigo Airlines, the offline campaign is being executed across 500 corporates and 1,500 tea stalls in 12 Indian cities – Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, Indore, Jaipur, Ahmedabad, Baroda and Surat.

    For the campaign, the company used more than 55 lakh cups made out of water-based ink and biodegradable recyclable paper, with an aim to make the audiences have 5-7 minutes clutter free exposure to the product. This step was adopted considering high possibility of discussions that may generate among the people taking tea breaks.

    Kotak Securities EVP and head of marketing Jaimit Doshi says, “We wanted to get immediate attention of our target audience. Through geo-targeting we identified locations where our customers were based. We reached out to them specifically in those cities and areas. What better way to target people than our product popping up during tea breaks which also gives people another investment topic to talk about?”

    CupShup co-founder Sanil Jain adds, “I am glad that in an era where digital marketing is ruling various industries, we are able to get brands to market their product in an efficient as well as in an effective way. Cupshup’s marketing concept is sure to create an impression with customers who can receive their daily dose of information on what brands are doing in the current scenario. Kotak Securities is a valuable client to us and we hope that this campaign results in giving the brand the desired outcome.”

    Besides the primary activity, CupShup is also running activations with 100 Corporates by setting up a Kotak Securities booth where Relationship Managers will educate the employees about their products.