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 - Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, Indore, Jaipur, Ahmedabad, Baroda and Surat.

For the campaign, the company used more than 55 lakh cups made out of water-based ink and biodegradable recyclable paper, 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.

Kotak Securities EVP and head of marketing Jaimit Doshi says, “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?”

CupShup co-founder Sanil Jain adds, “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 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.