Introducing a brand new medium of advertising | Your Brand in Customer's Hand. In the business of advertising, you seldom get a second chance to make the first impression. And that is why you must choose a medium which not only makes a mark on consumer’s mind but also engages them to make a deeper impression. Tea time is a very personal and feel good moment for every Indian. CupShup aims to stimulate discussions and engage the consumers in a way and mindset that no other media can.That is precisely why we claim to be the most effective medium of advertising. www.CupShup.co.in

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“CupShup’s model combines an innovative zeal with simplicity in execution.
The days that we first tried out Cupshup, we got an immediate bump in the number of job-
seekers who were reaching out to us and registering with us on Babajob.com. In fact,
comparing that to the number of job-seekers who had signed up with us the month before, for
the same period, we posted more than a 100% increase in terms of registration traffic”
Jithin Krishnan
Associate Manager
Babajob
Case Study – Marketing Campaign for Babajob
June 2015

2. They Came. They Saw. They Called!!
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3.  Vendor Identification: Prior to a week of the launch of the
campaign, the CupShup team shortlisted 60 Tea Vendors in
Shivaji Nagar and BTM Layout (from 100+ Vendors under
coverage) keeping Babajob’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
Campaign Highlights
 Objective: To reach out to the job-seekers in Bangalore and
make them aware of the Babajob services
 Campaign: During the campaign, a total of 1.05 lac Babjob
branded cups were distributed at 6o tea vendors in Shivaji
Nagar and BTM Layout.
 Tea Stall Branding: Few selected Tea vendors were branded
with Babjob posters and were provided Babajob branded t-
shirts to gain maximum eyeball and exposure
 Outcome: The campaign resulted in an immediate
bump in the number of job-seekers who were
reaching out to Babajob and registering on
Babajob.com. There was more than 100% Increase in
terms of registration traffic during the campaign.
CupShup’s campaign for Babajob
Targeted Distribution - Zeroing In
Campaign Summary
Total Cups Distributed (phase I) 1.05 Lac
No. of Days 6 days
No. of Tea Vendors targeted 60
Survey Outcome
90% Brand Recall
The Design
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4. CupShup Overview
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5. 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
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6. Why CupShup
 Distribution: 7 Cities
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
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7. Our Key Clients
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8. 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
Abhay Agarwal
abhay.agarwal@cupshup.co.in
+91-8452962270

9. 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

10. CupShup successfully completed the campaign for “Gabbar is back”
distributing 2,20,000 cups along with posters and danglers …
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(300 Tea vendors)
MUMBAI
(400 Paan vendors)
(100 Tea vendors)
(200 Paan vendors)
LUCKNOWNEW DELHI HYDERABAD
(100 Tea vendors)
(200 Paan vendors)
(50 Tea vendors)
(100 Paan vendors)
PUNE
(50 Tea vendors)
PATNA
(50 Tea vendors)
(100 Paan vendors)
VADODARA
(50 Tea vendors)
(100 Paan vendors)
JAIPUR
(50 Tea vendors)
(100 Paan vendors)
(100 Paan vendors)

11. …covering a total of 1,100 Tea Stall and 2,200 Pan vendors across 13 cities
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INDORE SURATNAGPUR 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)
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
 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
Campaign Summary
Key Highlights Objective: To connect with the common man and spread
awareness about the movie “Gabbar is Back”

12. Creatives Used
CupShup’s campaign for Viacom18’s upcoming movie “Gabbar is Back”
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Key Excerpts from Media Coverage

13.  Vendor Identification: Prior to a week of the launch of the
campaign, the CupShup team shortlisted 28 offices in Andheri ,
BKC, Parel, Lower Parel, Worli and Fort(from 90+ offices under
coverage) and 36 premium tea vendors nearby offices (from
over 1500+ vendors under coverage) keeping Kotak’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
 Targeted distribution: From March-31, CupShup team started
delivering cups to offices and tea vendors . CupShup also did
targeted distribution e.g. a vendor in nearby a big IT park in
Powai was selling 3,000 cups a day, 90% of that were target
audience of Kotak Securities. CupShup provided 1,500 cups a
day to that vendor
Campaign Highlights
 Objective: To increase brand awareness of Kotak Securities
among the target audience (working professionals)
 Campaign: During the campaign, a total of 1 lac kotak
branded cups were distributed at 28 offices and 36 premium
tea vendors nearby these offices.
CupShup’s campaign for Kotak Securities
Targeted Distribution - Zeroing In
Campaign Summary
Total Cups Distributed (phase I) 1 Lac
No. of Days 25 days (All weekdays)
No. of Offices targeted 28 (Total 58,000 cups)
No. of Tea Vendors targeted 36 (Total 42,000 cups)
Survey Outcome
95% Brand Recall 70% Offer Recall
The Design
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CupShup’s campaign for Kotak Securities
The Outcome – CupShup’s execution excellence
 Campaign effectiveness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand
on CupShup was 95%. People at tea stalls were appreciative of both ideas, kotak’s offer of free trading account and the
idea of advertising on hygenic Cups
 The sample size of the survey was 200 and 95% of the audience was able to recall the brand
 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

15.  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
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16. 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)
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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

18. They Came. They Saw. They Discussed!!
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19.  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
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