The document outlines the case study of Ola Cabs' promotional campaign from November to December 2014, which involved the distribution of 10 lakh branded cups at various tea vendors and institutions to promote their new cab platform, Kaali Peeli. The campaign was executed by Cupshup, achieving 100% brand recall and 70% promotional offer recall among surveyed customers, while also supporting hygiene and social responsibility initiatives. Overall, the campaign was well-received, providing significant brand exposure and customer engagement.

1. Case Study - Ola Cabs Campaign
November - December 2014
Your Brand in Customer’s hand

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“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

3. They Came. They Saw. They Discussed!!
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4.  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. Delivery to offices and
colleges was done as per their daily consumption
Campaign Highlights
 Objective: Launch of Ola’s new platform for booking Kaali-Peeli
Taxi
 Campaign: A total of 10 lacs Ola branded cups were
distributed at several premium tea locations, offices and
colleges 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 10 Lakhs
No. of Days 30 days
No. of tea vendors 150
No. of Offices 52
No. of colleges 35
Survey Outcome
100% brand recall 70% offer recall
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5. CupShup’s campaign for Ola Cabs’ Kaali-Peeli Taxis
The Outcome – CupShup’s execution excellence
 Brand Awareness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand on
CupShup was absolute 100%. People at tea stalls were appreciative of both ideas, Ola’s Taxi-at-door-step Kaali Peeli and
advertising on Cups
 Promotional Offer Recall: A survey with a sample size of 150 people was conducted and all of them were able to recall the
brand. Further, 105 of the 150 i.e. 70% were able to recall the offer on the cup. In fact, they shared their experience of Ola
cabs with the CupShup team and suggested to advertise in their office too
 Customer Delight: Customers were delighted to enjoy 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. The new dustbins provided also helped the vendors
in avoiding littering
 Making a Difference: Tea vendors were happy to serve in tea cups provided. Not only the cups were better in quality but it
also saved them few bucks which they spend for buying plastic/glass cups. They look forward to such campaigns
Area Wise Distribution of tea vendors
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6. CupShup Overview
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7. Our survey shows that 100% customers at tea vendors noticed
the advertisement and 80% were able to recall it when aided
Innovative approach to get captive & exclusive audience
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8. Why CupShup
 Distribution Network: 400+ offices, 150+ Colleges and 1500+ Tea vendors
In addition to consumption data of offices and colleges, we have full list
of all 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
 Presence in 7 key cities (Mumbai, Gurgaon, New Delhi, Noida, Bangalore,
Chennai and Hyderabad)
 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
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9. 0 50 100
Airoli
Andheri/Versova/Chakala
Bandra East
Bandra West
Bhandup
Borivali
Chandiwali
Chembur/Govandi
Cotton green
Dadar
Dahisar East
Ghansoli
Ghatkopar East
Ghatkopar West
Goregaon East
Goregaon West
Govandi East
Grant Road East
Grant Road West/Malabar Hills
Jogeshwari East
Jogeshwari West
Juhu
No. of Tea Vendors
0 50 100
Kandivali East
Kandivali West
Kanjurmarg
Khar
Koparkhairane
Kurla East
Lower Parel
Mahim East
Mahim West
Malad East
Malad West
Mankhurd West
Mantralaya Fountain
Matunga
Mazgaon
Mulund
Mumbai Central/Mahalaxmi
Powai
Reay Road
Santacruz
Sewri
Sion
Thane west
Thane/Mulund East
Turbhe
Vashi
VidyaVihar East
Vikhroli
Wadala
Worli
* Indicative list. Does not include all tea vendors covered by CupShup 9
List of Tea Vendors under CupShup Coverage – Region wise*
No. of Tea Vendors

10. 0 50 100 150 200 250 300 350
Colleges
Bank
Hospitals
Industries/Offices
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List of Tea Vendors under CupShup Coverage – By Point of Interest*
No. of Tea Vendors
* Indicative list. Does not include all tea vendors covered by CupShup

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Other value added services offered by CupShup
 Multiple response options for tracking and monitoring of
customers
 SMS
 Call
 QR Codes

12. Other value added services offered by CupShup
 Multiple response options for tracking and monitoring of
customers
 SMS
 Call
 QR Codes
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13. Our Key Clients
(A Times Group Company)
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14. For more info, please visit:
www.CupShup.co.in
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Sidharth Singh
sidharth@cupshup.co.in
+91-9004212489
Sanil Jain
saniljain@cupshup.co.in
+91-9004213787
Thank You