Tanu and Datto Share a cup: A curious case of Marketing
“Masoorkidaal me ajinomotonahipadta” – Deepak Dobriyal akaPappiji in Tanu Weds Manu returns.
Although said in zest during one of the many comic scenes of this hilarious romantic comedy flick, Pappiji sums up the relevance of right set of ingredients and strategy which makes a product successful. Set in the backdrop of Kanpur, the movie portrays emotions ranging from audacity of weird, irresponsibleTanuto sincerity of fierce, independent Datto.Although a fiction, the movie won hearts and box office because not only it tickled the funny bones of common masses but also because the audience was able to relate to it. Thus, when it came to premiering this block buster at & pictures on 26th December, the branding team at & Pictures needed something which touches the life of common masses every day. And what could be a better way to reach Indians than their favorite drink, i.e, Chai.
The marketing team of & Pictures did not go the “Ajinomoto” way of traditional advertising and instead used the medium of “Chai”to set the tongues wagging about the premier. Along with CupShup, an agency which specialize in advertising over paper tea cups, & Pictures ran the campaign in 10 cities in UP, MP and Rajasthan. The tea stalls werebranded with posters and banners and cups at these stalls were branded with “TejTarrarTanu” and “Muhfat Datto”. The cups provided an exposure time of 5-7 minutes which triggered discussions about the movie. The tea stalls were converted into vivid discussion joints where people fondly remembered the hilarious dialogues from first part and planned to watch the movie with their family.
About CupShup
As the name suggests, CupShup specializes in advertising over paper tea cups. Tea touches life of every Indian everyday and CupShup aims to use this opportunity by branding the tea cups and tea stalls with exciting artwork and message which converts the tea stalls into discussion joints. This innovative advertising medium is helping brands break the monotony of traditional advertising mediums and providing exposure time of 5-7 minutes which is unheard in advertising industry. It is helping brands gain access to the cubicles and classrooms of their audience. CupShup is also making a social difference as it is providing free paper cups to tea vendors which is helping them in doing away with hazardous plastic cups. Tea cups are recyclable, printed with food grade ink and much comfortable to hold.
CupShup has a network of over 1000 offices, 400+ colleges and 2000 retail tea vendors across 7 key cities (Mumbai, New Delhi, Gurgaon, Noida, Bangalore, Pune and Hyderabad). It has also categorized these tea stalls on the basis of point of interest, viz, colleges, offices, IT Parks, manufacturing hubs etc to help brands reach their potential customers effectively.
CupShuphas tied up with two of the leading airlines of the country. For Viacom 18’s movie “Gabbar is Back” this innovative medium was used to promote the movie in 13 cities of India while for television premier of“Tanu weds Manu returns” at & Pictures, CupShup promoted in 10 cities of India. They have campaigned for Coca cola, Snapdeal, Viacom 18, Kotak Securities, Finolex, Carwale, Coupondunia (A Times Internet Company), Box8 among others.