MAM
Kotak Securities opts for chai-time to promote its recently launched Free Intraday Trading’ via CupShup
MUMBAI: Kotak Securities, the stock broking arm of Kotak Mahindra Bank Limited, is the new addition in the list of brands that has opted for a distinct marketing strategy by tying up with advertising start-up CupShup which is known for its popular technique of converting tea and coffee cups in to a platform for brands to get visibility amongst its target audience. Kotak Securities is promoting its recently launched product – Free IntraDay Trading where CupShup has chosen Indigo Airlines as one of the spots to execute the campaign. Free IntraDay Trading allows self directed investors to do intra-day trading without paying any brokerage.
Apart from Indigo Airlines, the offline campaign is being executed across 500 corporates and 1,500 tea stalls in 12 Indian cities namely Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, Indore, Jaipur, Ahmedabad, Baroda and Surat. The campaign began on 7th May and will be on till 7th June. More than 55 lakh cups made out of water-based ink and biodegradable recyclable paper have been used with an aim to make the audiences have 5 – 7 minutes clutter free exposure to the product. This step was adopted considering high possibility of discussions that may generate among the people taking tea breaks.
· No. of Corporates activated: 500: 15 Lakh Cups
· No. of Tea Stalls activated: 1,500: 18 Lakh Cups
· Indigo Airlines: Pan India: 22.5 Lakh Cups
Kotak Securities, EVP & Head – Marketing, Jaimit Doshi said, “We wanted to get immediate attention of our target audience. Through geo-targeting we identified locations where our customers were based. We reached out to them specifically in those cities and areas. What better way to target people than our product popping up during tea breaks which also gives people another investment topic to talk about?”
Commenting on the start-up’s tie-up with Kotak Securities, Mr. Sanil Jain, Co-Founder, CupShup said, “I am glad that in an era where digital marketing is ruling various industries, we are able to get brands to market their product in an efficient as well as in an effective way. Cupshup’s unique marketing concept is sure to create an impression with customers who can receive their daily dose of information on what brands are doing in the current scenario. Kotak Securities is a valuable client to us and we hope that this campaign results in giving the brand the desired outcome.”
Besides the primary activity, CupShup is also running activations with 100 Corporates by setting up a Kotak Securities booth where Relationship Managers will educate the employees about their products.
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
