How CupShup generated 6 lakh impressions online for Hotstar’s The Office

Sanil Jain, Co-founder of CupShup takes us through the campaign's insights, touchpoints and impact garnered for the OTT platform

e4m by Noel Dsouza
Updated: Feb 4, 2020 8:34 AM
Hotstar The Office campaign CupShup

CupShup has the USP of putting up branded content on teacups to reach out to consumers on the ground level. Indian consumers are in love with tea and what better way for brands to curate customized anecdotes to capitalize on this medium. With this insight, the agency has converted tea breaks into a leverage point for advertisers. One of its most memorable campaigns came towards the end of 2019 when CupShup conceptualised an intriguing offline-online integration for Hotstar’s original show The Office.

The campaign objective for Hotstar’s Orginal show was to bring about a witty, fun and humorous flavour of the show. This was done by leveraging the content of the series in order to build awareness and branding at corporate offices.

Talking about the impact Sanil Jain, Co-founder, CupShup, remarked, “The campaign went viral. People started talking about it, tweeting about it and sharing pictures of the quirky cups that they had in their hands. The response we got in the initial days of the campaign made us rethink the strategy since we could see the graph pointing ‘viral.’ We had to come up with a contest to amplify the traction that we were getting – thus came into play the “Chief Selfie Officer” contest. Overall this was a one-of-its-kind offline-online integration, which helped us generate more than six lakh impressions online for Hotstar apart from the three million-plus exposure offline.”

On Twitter, the buzz around the campaign garnered 3,500 plus likes, six lakh plus impressions and 1000 plus retweets. Twenty-five lakh cups with nine humorously designed creatives each with a witty designation were created with the aim to drive humour and conversations about the campaign around offices. They also put up 50+ digital screens at corporate offices.

The brief given by Hotstar to CupShup was to focus on the office crowds. “The objective was to target the corporate audience, build awareness and generate social chatter through the cups. So, we aimed at bringing out the witty, fun and humorous flavours of The Office series by leveraging its content”, commented Jain.

Apart from the offline brand activation, the online contest “Chief Selfie Officer”, where 100 corporates were asked to label themselves or a friend with one of the funny designations on the cups, started a new meme trend on Twitter.

Talking about the touchpoints of the campaign Jain stated, “The campaign was executed across 550+ corporates in Mumbai, Pune, and Delhi-NCR. Corporates included Infosys, Reliance, Nielsen, Capgemini, Awfis, UpGrad, Innov8, Cowrks among others.”

So what was the message that CupShup wanted the consumers to take away? Jain revealed, “We used nine humorous creative, each with a witty designation, with the aim to drive humour and conversations inside offices. We wanted them to bring humour into their offices and the social banter that happens across the corporate hierarchy. We wanted people to spot the characters of the show in their real-life – their colleagues. And every time they look at that person – ‘the show is what they should remember.’ The person in their life becomes synonymous with the character from the show.”

Some other noteworthy brands that CupShup has executed campaigns for are Unilever, Amazon, HotStar, Uber, Ola, Paytm, Coke, Kotak Securities, Marico, Zomato, Swiggy, Viacom, Zee, ICICI, OYO Rooms, BlueStar, SugarFree and Mumbai Mirror in major cities like Mumbai, Delhi, Pune, Noida, Gurgaon, Hyderabad, etc.

CupShup has produced more than 60 million cups, which have been distributed across 30 cities of India for over 160 brands. They have a strong distribution network of 2000+ corporates, 500+ colleges, 5000+ retail tea vendors and partnerships with four leading airlines across the country.

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