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CupShup: Brewing Innovation with Brands On Cups


In India, Tea is so much more than a simple cup of hot beverage. Chai pe Charcha is a very common tradition in India. People usually talk or discuss things over a cup of tea. Taking this into consideration, this Mumbai based start-up uses paper teacup for branding and advertising

CupShup specializes in advertising brands on paper teacups. The start-up transforms the tea stalls into discussion joints by branding the teacups and tea stalls with interesting artwork and messages. The firm has a chain of over 1000 offices, 500+ colleges, 4000 retail tea vendors and 2 airlines across the country. It also brands tea stalls with different marketing merchandise like T-Shirt, trays, dustbins, and much more.

CupShup was founded by Sanil Jain and Sidharth Singh in 2014. The firm advertises on paper cups as it is cost-effective as well as it has an exposure time of 5-7 minutes. Brands, too, benefit as the possibility of getting noticed is higher in cup branding than billboards or TV ads. The firm has worked with over 95 brands by now, including Google, Paytm, Hotstar, Coke, Uber, Ola, Snapdeal, BlueStar, and Mumbai Mirror. It has distributed 3 lac cups for ‘Food Panda’ to drive app downloading and new user acquisition.  35 lac cups for ‘Ola’ to promote app downloads and bookings of various Ola Categories. Also, 1 lac cups for ‘bookmyshow’ to drive product awareness.

While ads on billboards, newspapers, or television, are noticed just in passing, paper cups stay with consumers much longer. Tea breaks on a typical workday last between five and seven minutes. “In airlines, once you’ve got your cup of water or beverages, it is there with you for 20-25 minutes till the crew comes and disposes of it,” Jain explained.

The firm has recently collaborated with Hotstar for the marketing campaign for one of its specials, ‘The Office’.For the campaign, 25 lakhs paper cups were made which had 9 different humorous creatives each with a different designation tag. These were placed across 553 corporates to drive humor and conversations inside offices. These conversations were recorded in a video and were uploaded on social sites.


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