We witnessed 12X growth in last 3 years: Sanil Jain, CupShup

Jain, co-founder CupShup, tells us about the company’s Y-O-Y growth, plans for 2020 and why they are the best media fit for modern branding problems

e4m by Anjali Thakur
Published: Jan 16, 2020 9:20 AM  | 4 min read
Sanil Jain, CupShup

If you’ve noticed quirky one-liners or branding on a paper cup while sipping on tea or coffee at a chai shop, chances are CupShup was behind it. The company aims to re-define the way brands communicate with their target audience --  through Paper Cup branding. The brand aims to convert tea breaks into discussion joints for brands by advertising on paper cups. 

A boot-strapped company launched five years ago founded by Sanil Jain and Sidharth Singh, CupShup clocked a revenue of Rs 4.5 crore in the last fiscal year and is expecting to touch Rs 12 crore this year. In a conversation with exchange4media, Sanil Jain told us about the company’s Y-O-Y growth, plans for 2020, OOH trends to look forward to and more.

Most of the established brands use this medium as part of their 360-degree campaigns focused on grabbing eyeballs and building brand/product awareness. Apart from scaling up their creatives services portfolio aggressively, CupShup is also looking at launching a new digital product in 2020, which will aim to revolutionise the way digital marketing is done in India.

When asked about plans for 2020, Jain shared: “We are scaling our network for CupShup and our activation services. Apart from that we are ramping our creative services portfolio aggressively. Also, we are working on a new digital product which can change the way digital marketing is done in India. The product is slated to go live very soon.”

CupShup has successfully executed campaigns for over 150 brands including Upgrad, Dunzo, Wrogn, Grofers, Swiggy, Ola among others. "Overall, We have worked with over 170 clients till now including Amazon, Uber, Unilever, SBI, Kotak, ICICI, HotStar, Marico, Coke, Zomato, OYO Rooms, Pocket Aces, Viacom, TVF, ZEE and many more," explained Jain.

 “For the current financial year, 50 per cent of revenue will come from activation services, 35 per cent from cup branding and rest 15 per cent from Creative, Media Buying and digital services,” Jain told us.

Jain also chimed in about the trends to look forward to in 2020. “Digital has already become a way of life and is constantly changing the universe of advertising and marketing. Today, you and I are having this conversation over a phone, an email and even virtually face-to-face; the digital revolution is here already. The digital age is already posing some major challenges for the traditional OOH. Hence, the world of traditional communication needs to rejuvenate itself in numerous ways in order to engage the modern consumer," he said.

He added, “So far our campaigns have been more offline centric and driven in the same fashion. We want to double our digital integration in our campaigns, here on out. Also, we are in the process of digitising our network which allows us to reach 2 million working professionals and that number is growing fast and steady. You will see us rolling it out very soon.”

Sharing CupShup’s Y-O-Y growth, Jain told us that the brand has witnessed 12x growth in last three years. “In terms of revenues, we grew by over 200 per cent in FY’18-19 and are projected to clock over a 100 per cent growth this financial year. Earlier we grew by over 100 per cent in FY’17-18 as well,” he said.

While the industry is in the midst of an economic lull, how is CupShup staying afloat? Jain told us that with the economic slowdown, brands had to shrink their marketing and media budgets which were focused towards the traditional media. Marketers are cautiously deciding the media mix with an increased focus on ROI. 

“This has given us an upper hand since our media/campaigns are highly targeted and have the advantage of 5-7 minutes of uninterrupted branding. Most of our clients are start-ups and the approach was not traditional but quite specific to the target groups, which made our media the best fit for this modern problem,” he concluded.

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