MAM
CupShup leverages the power of India’s most favorite social habit to promote Dice Media’s web series What The Folks! season 2
MUMBAI: CupShup, the venture known for the popular technique of converting tea and coffee cups into a platform for brands, has launched a campaign promoting Dice Media’s newest web series What The Folks! Season 2. The series is a modern take on how families grow together despite their differences. What The Folks! Season 2 will be a crazier, funnier and a warmer journey of a family dealing with challenges thrown at them. In a bid to promote the series, CupShup will reach out to over 200 corporates across Mumbai, Delhi NCR, and Bengaluru.
Banking on the popularity of the characters in the series and their likeability among the masses, CupShup has embarked on a unique plan of action. Five different creatives have been used in different paper cups, which carry quirky one liners about each character in the series. The campaign will be carried on till 5th November 2018.
Speaking about this, Mr Sanil Jain, Co-Founder, CupShup, said, “What The Folks! is an extremely popular web series and people across all age groups identify with it and the characters therein. Another habit that every Indian identifies with is drinking tea. There thus could not have been a more perfect amalgamation than to promote the series and its characters through paper tea cups. The already famous series will only grow in popularity and resonate across the cities.”
Adding her comments, Aditi Shrivastava, co-founder of Pocket Aces said, “After a successful partnership last year, we were excited to repeat our collaboration with CupShup this year. Corporates are the perfect target audience for What The Folks!. The idea is to grab their attention while they're sipping on their day's cuppa and to remind them that some great content to indulge in is just a click away. Our online reach is about 50 million per week and offline partners such as CupShup help us make our engagement with audiences that much more personal.” Shrivastava adds, “It also helps extend visibility for our partner brands Epigamia and Pepperfry to this audience. So it's a win-win-win, the way we see it”
The paper cups are a cue which triggers people to start talking about something; discussions that may not happen when they see a hoarding. Using this vantage point, CupShup hopes to receive tremendous response from the target audience for the web series. Giving the age-old medium a new lease of life, CupShup has delivered various other advertisements earlier worth half-a-million dollars for many other brands over the past three years.
Once it has dug its feet in colleges and corporate offices, CupShup plans to make use of this access to provide other kinds of marketing services. For starters, CupShup helps its clients place some of their sample products at offices for potential customers to try.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
