CupShup is a 360 degree marketing agency for brands in their growth stage helping with user acquisition, marketing strategy and creative services. CupShup’s philosophy of providing progression prospects to its team and nurturing the evolution of a consistent culture across regions.
In an exclusive chat with Medianews4u, Sidharth Singh – Co-Founder – CupShup talks on the growth of the agency, achievements and expansion plans in 2022.
It has been 7 years since the launch, how has the journey been and what were the challenges?
We have gone from strengths to strengths for the last 7 years. We started and pioneered paper cup branding and then got into multiple verticals. We encountered multiple challenges along the way and the journey has been nothing less than a roller coaster ride. From the funding drought that our key clients went through to expanding our business to unchartered territories to disruptions caused due to COVID, we have seen both unprecedented good and bad times. But, fortunately, here we are, ready to take on the next challenge in our stride and growing at a much faster pace. The challenges in front of us are completely different from what we had faced previously and it is constantly changing. The most important challenge for us in the next couple of years would be to scale and rise to the occasion to serve our clients.
In the past 2 years the agency has grown 10x how was this achieved?
While we have grown massively in the last couple of years, we have been preparing for the same for quite a long time. Right in the 3rd year of our inception, we started work on diversification of our portfolio. With our footprints in activation, we quickly moved to media planning and buying, followed by creative and digital services. We were planning our moves well in advance and preparing adequately for the same so that the quality of service can be maintained across verticals for our clients. So the growth that has come recently is the culmination of hard work of the team for the last 5 years! Meticulous planning and intent to deliver for our clients has been ingredients of the sudden jump that followed in the growth.
Today there are many Creative Digital agencies, what is CupShup’s USP?
Yes, it’s true that there are many creative digital agencies and there are plenty of them that I look up to. Having said that, there are two factors that differentiate us. One, while diversifying into multiple verticals, we have preserved the idea of being a RoI focused growth partner to brands in whatever vertical that we get into. Thus, our services have a common thread running across them and that is to get the best bang for the buck for our clients. Secondly, due to our presence across verticals, we can address the marketing problems that our clients face in a much better way and suggest omni channel solutions that are practical and cost effective.
The brands those are associated with CupShup?
We have worked with more than 200 brands and campaigning actively for more than 25 brands currently. Our recent clientele consists of big names like Dunzo, MediBuddy, Zepto, Milkbasket etc.
What would be the expansion plans for CupShup?
Going forward we are very aggressive on digital and creative offerings. With the extensive network that we have built over years, we can work wonders for brands with our integrated marketing solutions. Digital opens up endless possibilities and provides you a wide horizon to experiment. Clubbed with our offline capabilities, these solutions can add a multiplier effect to a brand’s reach.
The budget 2022 -2023 has given a boost to Digital Infrastructure, your thoughts?
Definitely. Covid has catalysed the digitization process and India is at the forefront of it. There are only few countries where digital adoption is as rapid as India and the best part is that the digitization efforts are led by common citizens unlike a handful of privileged folks. The government understands the opportunity that it has to offer and incentivizes the entire process. The boost in budget reflects the same.
What would be your focus for 2022 and the coming 3 years?
In the long term, we would like to develop deep capabilities and expertise in selected digital marketing domains to serve our clients better. While we have substantial capabilities in terms of integrated marketing solutions that we offer to our clients, we would like to develop the same even for our digital services. For this year, our aim is to bolster our position as de-facto growth partner to the most loved brands of the country.
