From Stable of CupShup, a pioneer of Paper Cup Advertising in India, the campaign for Gabbar is Back was done pan India. Paper Cup Advertising is one of the most effective medium of advertising. The campaign was a success creating brand awareness among target audience across India through Paper cup advertising.

1. Case Study – Campaign for “Gabbar is Back”
March - April 2015
Your Brand in Customer’s hand
“The objective was to engage with the real janta at the grass root level. As the film is
an entertainer with a message, our campaign reflects the same.”
Rudrarup Datta
VP, Marketing
Viacom18 Motion Pictures

2. CupShup successfully completed the campaign for “Gabbar is back”…
2
(300 Tea vendors)
MUMBAI
(400 Paan vendors) (100 Tea vendors) (200 Paan vendors)
LUCKNOW
NEW DELHI HYDERABAD
(100 Tea vendors) (200 Paan vendors) (50 Tea vendors) (100 Paan vendors)

3. …distributing 2,20,000 cups along with posters and danglers…
3
PATNA
VADODARA JAIPUR
PUNE
(50 Tea vendors) (100 Paan vendors) (50 Tea vendors) (100 Paan vendors)
(50 Tea vendors) (100 Paan vendors) (50 Tea vendors) (100 Paan vendors)

4. …covering a total of 1,100 Tea Stall and 2,200 Pan vendors across 13 cities
4
INDORE SURAT
NAGPUR KOTA AHMEDABAD
(100 Tea vendors) (200 Paan vendors) (100 Tea vendors) (200 Paan vendors)
(50 Tea vendors) (100 Paan vendors) (50 Tea vendors) (200 Paan vendors) (50 Tea vendors) (200 Paan vendors)

5.  Customer Delight: Customers at tea stalls were delighted to
enjoy their tea in a higher quality, much more comfortable-to-
hold & premium looking cup compared to what is generally used
 Awareness & Buzz Creation: People loved the idea. Many
conversed about their plans for the movie while others were
reminiscent of remembering the historical gabbar flicks / tales
 Social Responsibility: Paper cups helped in reducing the use of
plastic and made the vendors more hygienic by using new cups
for each customer instead of washing and re-using the used cups
 Making a Difference: Tea vendors were happy to serve in tea
cups provided. Not only the cups were better in quality but also
saved them few bucks which they spend for buying
plastic/glass cups. They look forward to such campaigns
Creatives Used
CupShup’s campaign for Viacom18’s upcoming movie “Gabbar is Back”
Campaign Summary
Total Cities covered 13
No. of Tea vendors covered 1,100
No. of Paan vendors covered 2,200
Total Cups Distributed 2.2 lakh
Total Danglers Used 6,600
Total Posters Used 3,300
No. of days of campaign 5
5
Key Highlights
 Objective: To spread awareness about the upcoming Akshay
Kumar-starrer movie “Gabbar is Back”

6. Key Excerpts from Media Coverage
6

7. CupShup Overview
7

8. Our survey shows that 100% customers at tea vendors noticed
the advertisement and at least 80% were able to recall it when
aided
Innovative approach to get captive & exclusive audience
8

9. Why CupShup
 Distribution: 1500+ Tea vendors, 500+ offices, and 150+ Colleges
We have full list of Tea Vendors which includes location and more
importantly the surrounding Point of Interests, companies and
colleges. This enables you to specifically TARGET demographics
to meet your campaign objectives
 Exposure Time : 5-7 Minutes
The average time that a consumer is exposed to your brand, on
a Tea cup, is 5-7 minutes
 Clutter Free Advertising
CupShup ensures that your brand gets undivided attention of the
customer
9

10.  Vendor Identification: Prior to a week of the launch of the
campaign, the CupShup team shortlisted 23 offices in Andheri
(from 65+ offices under coverage) and 25 premium tea vendors
nearby these offices (from over 1500+ vendors under coverage)
keeping CouponDunia’s target audience in mind
 CupShup’s commitment to ‘Swacch Bharat’. All tea vendors
were provided dustbins a day prior to the delivery. The new
dustbins provided also helped the vendors in avoiding littering
 Accessories: CouponDunia branded trays and t-shirts were
provided to a few select premium tea vendors in the business
of delivering tea in nearby offices. Delivery boys wore the t-
shirt and carried the tray to increase brand awareness
 Targeted distribution: From Feb-09, CupShup team started
delivering cups to offices and tea vendors (300 cups per
vendor). CupShup also did targeted distribution e.g. a vendor
in nearby a big IT park was selling 3,000 cups a day, 90% of
that were target audience of CouponDunia. CupShup
provided 2,000 cups a day to that vendor
Campaign Highlights
 Objective: To increase brand awareness of CouponDunia
among the target audience
 Campaign: During phase I, A total of 1 lac CouponDunia
branded cups were distributed at several offices and premium
tea vendors nearby these offices. CupShup would distribute
additional 4 lac cups in other offices / areas during phase II
CupShup’s campaign for CouponDunia
Targeted Distribution - Zeroing In
Campaign Summary
Total Cups Distributed (phase I) 1 Lac
No. of Days 5 days (All weekdays)
No. of Offices targeted 23 (Total 62,500 cups)
No. of Tea Vendors targeted 25 (Total 37,500 cups)
Survey Outcome
100% brand recall
The Design
10

11. CupShup’s campaign for CouponDunia
The Outcome – CupShup’s execution excellence
 Brand Awareness: People in offices & at tea stalls loved the idea and conversed with us about their online buying activity. For many,
CouponDunia was new while few were reminiscent of it remembering it as first online coupon vendor ever used
 Campaign effectiveness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand during
CupShup was absolute 100%. Customers were appreciative of both ideas, attractive discounts provided by CouponDunia as well as
advertising on hygienic paper cups
 The sample size of the survey was100 and everyone was able to recall the brand
 Customer Delight: Customers in offices were amazed to see the advertisement within their office premises while customers at tea stalls
were delighted to be able to once again enjoy their tea in a higher quality, much more comfortable-to-hold & premium looking cup
compared to what is generally used
 Social Responsibility: Paper cups helped in reducing the use of plastic and made the vendors more hygienic by using new cups for each
customer instead of washing and re-using the used cups
 Making a Difference: Tea vendors were happy to serve in tea cups provided. Not only the cups were better in quality but also saved
them few bucks which they spend for buying plastic/glass cups. They look forward to such campaigns
Key Offices targeted (daily volumes)
(800 Cups)
(400 Cups)
(400 Cups)
(200 Cups)
(300 Cups)
(100 Cups)(300 Cups)(2,500 Cups)
(800 Cups) (100 Cups)
(400 Cups)
(100 Cups)
(300 Cups)
(1,500 Cups)
(300 Cups) (500 Cups)
(1,000 Cups) (200 Cups)
(500 Cups) (300 Cups)
(400 Cups)(500 Cups)
(600 Cups)
11

12. 12
“It's a different campaign altogether and we crave for innovation every moment. The
campaign was meeting the customer segment we were targeting for our new product, Kaali
Peeli in the platform. The experience has been really great in dealing with the team, pretty
experienced folks in the team though new to the advertising industry. They are on their toes all
the time, amazing attitude and sorted unlike any other agencies”
Nitesh Prakash
Sr. Manager – New initiatives
Ola Cabs

13. They Came. They Saw. They Discussed!!
13

14.  Vendor Identification: Prior to a week of the launch of
the campaign, the CupShup team shortlisted 160
premium tea vendors from over 450 vendors under
coverage, keeping Ola’s target audience in mind
 CupShup’s commitment to ‘Swacch Bharat’. All tea
vendors were provided dustbins a day prior to the
delivery. 10 of these 160 tea vendors were disqualified on
the day of delivery only because they were not using the
dustbin provided
 Targeted distribution: The delivery of cups started on Nov-
11 with 200 cups being provided to each tea vendor.
CupShup also did targeted distribution. For example, a
vendor in a mall of the city was selling 5000 cups a day,
90% of that were target audience of Ola. CupShup
provided 2000 cups a day to such vendors
Campaign Highlights
 Objective: Launch of Ola’s new platform for booking
Kaali-Peeli Taxi
 Campaign: A total of 5 lacs Ola branded cups were
distributed at several premium tea locations across
Prabhadevi, Lower Parel, Parel, Bombay Central, Church
Gate, Worli, Grant Road, Andheri/Chakala,
Chandiwali/Powai, Bandra/BKC/Mahim
 Accessories: Ola branded trays and t-shirts were provided
to a few select premium tea vendors in the business of
delivering tea in nearby offices. Delivery boys wore the t-
shirt and carried the tray to increase brand awareness
CupShup’s campaign for Ola Cabs’ Kaali-Peeli Taxis
Targeted Distribution - Zeroing In
Campaign Summary
Total Cups Distributed 5 Lakhs
No. of Days 20 days
No. of Tea Vendors
targeted
150
Survey Outcome
100% brand recall 70% offer recall
14

15. Our Key Clients
15

16. For more info, please visit:
www.CupShup.co.in
16
Sidharth Singh
sidharth@cupshup.co.in
+91-9004212489
Sanil Jain
saniljain@cupshup.co.in
+91-9004213787
Thank You