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<ul><li><keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> has given a new twist to the standard format of bonus letters. </li><li>Its new emailer gives you an opportunity to grab, “Chief Executive Bonus.”</li></ul>COVID has not left our country yet. Many employees continue working doubly hard from inside their rooms, with half their salaries. With Diwali around the corner, they are also heartbroken because getting a Diwali Bonus this year seems like a pipe dream. Bengaluru-based food delivery platform Swiggy has used this opportunity in its favour as it knows what is on everyone’s mind today and how to get consumers to click on an ad. It has sent out an email with a subject line that reads, “Your Diwali Bonus for the year 2020/2021” and it had us hooked. Inside Swiggy’s emailer is a Bonus Letter that appreciates its consumers' performance throughout the year. It reads, “We are happy to announce that our numbers for the current ‘dish’cal year look very promising! Of course, this is all thanks to your outstanding performance and hard work as a foodie.” Swiggy hasn’t just given away coupon codes in its emailer. It is cleverly making its consumer scroll through the entire emailer by providing three tier-discounts on cracking three different puzzles. The first ‘Chief Executive Bonus’ puzzles the users with a food question and provides a coupon code with a discount of 70%. The Senior Executive Bonus and Junior Executive Bonus offer a 60% and 50% discount. Its closing caption reminds the consumers how much the platform cherishes their presence in their life. It reads, “Your undying dedication to good food makes us proud to have a foodie like you in our team! We wish you all the success and look forward to seeing you rise to newer heights (and try new dishes).” <div type="image" title="Swiggy - Bonus emailer" msid="79192147" hostid="261"></div> A closer look at Swiggy’s Email Marketing Swiggy’s Email campaign is predominantly built around creating a sense of curiosity among its users. Its emails are always embedded with a personalised Call to Action (CTA) button and always have a crisp subject line. This time, the action button read, “Get that bonus.” It then directs the users to its app and social media pages to engage with them further. It also provides a unique hashtag for each emailer and asks users to engage with them by sharing their small wins on social media pages, further keeping their pages buzzing and increasing their presence. While Email Marketing seems like a dying phenomenon today, Swiggy’s emailers continue to prove that when done the right way, it fetches a marketer the desired results. It is that one brand whose emails you don’t want to unsubscribe to because it humours you, talks about your favourite food and gives easy discounts. Its bold orange colour and quirky font style is a cherry on the top. <div type="image" title="Swiggy - gift emailer" msid="79192198" hostid="261"></div> Swiggy has even made a personalised food clock for Indians that gave them a crash course on how foodies tell time. <div type="image" title="Swiggy - Food clock" msid="79192168" hostid="261"></div> Another example of how Swiggy has the best clickbait subject lines, during Navratri, it sent an email titled, “CONTROVERSIAL: India has ditched pedha this Navratri.” The emailer unearthed the most-loved sweets from all corners of India and gave a list of desserts. <div type="image" title="Swiggy - mithai box" msid="79192214" hostid="261"></div> In March 2019, Swiggy set a new record in email marketing with a CTR (Click Through Rate) of 7% and Mail Open Rate of 25%, revealed Netcore. According to IANS, Swiggy has seen a 30% jump in orders for food delivery during IPL season.

Swiggy has read every consumers’ mind and sent out fun Diwali Bonus emailers to lift their spirits

<ul><li>More than a day has passed since the New York Times report saying the Indian government bought the spyware from Israel and there is very little in terms of response from the government. </li><li>It shows that either the government doesn’t take lying as a serious charge or it has little material to defend itself and neither of the two is a good show on an elected government in a democracy. </li><li>Check out more stories from the <a href="https://www.businessinsider.in/bi-newsletter">Simply Put series</a>, Business Insider’s uniquely simple explainers on the hottest news topics every week and <a href="https://www.businessinsider.in/newsletters_signup.cms">sign up</a> for the weekly newsletter if you like.</li></ul>At first, about six months ago, the question was whether the spyware was used by the Narendra Modi government to trace and track the dissenters. Now, after the New York Times investigation, the first question to be answered is whether Modi's ministers lied to the Parliament. And, the government’s silence on the New York Times charge that it bought Pegasus spyware is eerie. The Prime Minister gave his frequent radio address, called the Mann ki Baat, on January 30, but there was no mention of the Pegasus issue. The opposition is likely to launch a high decibel protest, demanding a response from the Modi government in the Parliament when it opens for <a href="https://businessinsider.in/budget">the Budget session this week</a>. A minister of the Modi government, Ashwini Vaishnaw, had denied the snooping charge in Parliament saying India was not one of the buyers of the Pegasus spyware. The Ministry of Defence backed it up saying it didn’t do any transaction with the NSO Group that sells Pegasus. The government lawyer maintained a similar stance at the Supreme Court of India as well, but the court did not find it convincing. These were some of the court’s observations after the government’s response to the charge that it used national security as an excuse to illegally monitor its detractors: <ul><li>There has been no specific denial by the Centre. Thus, we have no option but to accept the submissions of the petitioner and appoint an expert committee whose function will be overseen by the Supreme Court.</li><li>There is no clear stand from the government. There is a serious concern of foreign agency involvement by surveilling Indians.</li><li>The Solicitor General had suggested that many such reports are motivated. However, such omnibus oral submissions cannot be accepted.</li></ul> Given the Modi administration’s response in the preceding months, the implication of the latest New York Times report is that the Modi administration lied both to the Parliament and the Supreme Court. It’s a charge similar to the Watergate scandal in the United States that toppled the Richard Nixon administration in the early 1970s. Even Subramanian Swamy, a member of Parliament from Modi’s own party, the Bharatiya Janata Party (BJP), has raised a similar question. <div type="twitter" handle="Swamy39" handlename="Subramanian Swamy" image="http://pbs.twimg.com/profile_images/1326823978174910465/lBQbS0ZX_normal.jpg" favoritecount="15368" retweetcount="4437" status="Modi government must rebut New York Times revelations today that It did indeed subscribe by payment from tax payers… https://t.co/gBWw1J1jfV" createdat="1643424463000" id="1487256113187721217"></div> The New York Times report has alleged that the Indian government under Modi did buy the spyware from Israel as part of a $2 billion purchase of defence equipment. The report also connected this purchase with India supporting Israel at a United Nations (UN) forum ⁠— <a href="https://www.moneycontrol.com/news/politics/israel-palestine-conflict-here-is-how-india-has-voted-in-un-over-the-years-6956341.html">a shift from its long-standing support for the Palestinian cause</a> ⁠— to deny a Palestinian human rights organisation an ‘observer status’. More than a day has passed since the latest report and there is very little in terms of response from the government or the Prime Minister. So far, there is a tweet from a junior minister for civil aviation and road transport and highways, General VK Singh, who has called the New York Times ‘supari media’. Taking a Supari ⁠— the Hindi word for betel nut ⁠— is a colloquially used to describe a hit job. Syed Akbaruuddin, India’s former permanent representative to the UN, <a href="https://www.ndtv.com/india-news/utter-rubbish-ex-diplomat-syed-akbaruddin-on-nyt-pegasus-report-citing-indias-un-vote-2736819">has ‘rubbished’ the link</a> with India’s stance in support of Israel against Palestinians. Other than these, there isn’t another official word on the matter so far. Considering the seriousness of the charge, it would be fair to expect that the Prime Minister would have defended the government in his Mann ki baat address to the voters today. But he didn't. <div type="Youtube" id="WdprihSHmmQ" title="PM Modi's Mann Ki Baat with the Nation, January 2022" thumbUrl="https://i.ytimg.com/vi/WdprihSHmmQ/mqdefault.jpg"></div> There are two ways to look at it. Either team Modi doesn’t take the charge of ‘lying to Parliament’ seriously. It’s not a good show on an elected government in a democracy that it doesn’t take offence to being called a liar, especially in the Parliament. Or, it doesn’t have enough material to defend itself. An expert committee appointed by the Supreme Court, led by a former judge RV Raveendran, is already <a href="https://www.businessinsider.in/india/news/supreme-court-of-india-verdict-on-pegasus-spying-case-appoints-a-retired-judge-committee-for-probe/articleshow/87299281.cms">looking into the snooping charges</a>. If the three-member panel arrives at a conclusion that there was illegal supervision, it could automatically imply that the tool i.e. Pegasus was purchased by the government. A clean chit from the Justice Raveendran panel would be a good thing for Modi and his government but it isn’t here, at least not yet. Meanwhile, ignoring the charge of lying, or wishing it away, is not an option. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/pegasus-google-reveals-how-the-sophisticated-spyware-hacked-into-iphones-without-users-knowledge/articleshow/88383175.cms" data-type="tilCustomLink" target="_blank">Google reveals how the sophisticated spyware Pegasus hacked into iPhones without user’s knowledge</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/budget/news/rupee-is-likely-to-weaken-against-the-us-dollar-in-2022-as-per-experts/articleshow/89218673.cms">Experts say the rupee is likely to weaken against the US dollar this year</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/budget/news/budget-2022-indian-government-can-help-zomato-swiggy-uber-and-ola-can-increase-salary-of-delivery-partners-and-drivers/articleshow/89180404.cms">There’s a way government can prod Zomato, Swiggy, Uber and Ola to increase salaries of delivery partners and drivers</a>

Simply put, the charge on the Modi government is that it lied to the Parliament about buying Pegasus spyware and it must respond

<ul><li>The agency that started out with a simple idea of branding tea cups, CupShup is now all set to clock ₹12 crore this financial year</li><li>50% of its revenue will come from activation services, 35% from cup branding and the rest 15% from creative and digital services</li><li><keyword id="4986606" type="PERSON" weightage="20" keywordseo="Sanil-Jain">Sanil Jain</keyword>, Co-founder of CupShup, tells us the potential a cup of tea hold, struggles of starting up a disruptive brand with low investments, and the plan ahead</li></ul>Around 100 billion cups get consumed in India every year and Chai break in an intrinsic part of our culture. People talk, discuss, debate, and analyse things over a cup of tea. Cups also cater to different social strata and have the advantage of being comfortably placed in the customer's hand for a good five to seven minutes. Hence, CupShup saw every non-branded cup as a wasted opportunity for consumer engagement. ‘It’s hard not to observe our chai cups -- because a chai is an emotion that we all love and bond over,’ says Sanil Jain, Co-founder, CupShup. And it was at a Chai Tapri that Jain and <keyword id="380793" type="PERSON" weightage="20" keywordseo="Sidharth-Singh">Sidharth Singh</keyword>, the two Co-founders of CupShup, decided to convert ‘A Cup’ into ‘The Cup’. They were struggling to come up with an idea for their college project and that’s when they had their eureka moment. “The idea dawned on Sidharth. He asked me, 'What if we brand these plain paper cups and convert the tea breaks into discussion joints for brands?' Post that, we had a chat about movies and politics for about 15 minutes. It came to our mind that we just spent 15 minutes of our quality time which was relaxed, clutter-free, and the environment was fun-filled. This was a perfect place or medium where a brand would want to promote itself,” recalls Jain. The startup aims to convert these 10-15 minutes of tea breaks into an opportunity for brands to get attention from their target audience and be part of their daily, relaxed conversations. While Jain immediately realized the potential behind this idea, the next toughest step was testing it out with minimum investment. “Since it was very difficult to get a small number of cups custom-printed, Sidharth bought around 100 cups, added stickers of a nearby restaurant on them with an offer and distributed it to the nearby chai tapris. He later interviewed around 50 odd people at the tapris and found himself surprised by the result of the product validation survey -- it was fantastic. Almost all of the people he spoke to were able to recall the brand and the offer on the cup, when aided. Thus, we established our idea has the potential and brands will be attracted towards this unique method of promotion,” shares Jain. CupShup bootstrapped itself and used a sum of ₹1 lakh, each founder contributed a half, into hiring a team, building the infrastructure, launching an application, and establishing a distribution system. It was after its first campaign with Ola that CupShup turned into a profitable company and that opportunity spearheaded its growth ahead. Since then, CupShup has been able to grow organically to a team of 50 people -- based in Mumbai, Gurgaon, Bangalore, Pune and Hyderabad. Services Offered CupShup offers Cup Branding, Activations, Corporate Branding, Creative Services and Digital Marketing, among others. For the current financial year, Jain says, 50% of its revenues will come from activation services, 35% from Cup branding and the rest 15% from Creative and Digital services. So far, CupShup has seen more than 150 clients including Amazon, Uber, Ola, Unilever, SBI, Kotak, ICICI, Swiggy, Dunzo, HotStar, Marico, Coke, Zomato, OYO Rooms, Grofers, Pocket Aces, Viacom, TVF, ZEE. The agency recently concluded a campaign with Hotstar for their web-series, ‘<keyword id="94523" type="ENTERTAINMENT" weightage="20" keywordseo="The-Office">The Office</keyword>’, for which it distributed 25 lakhs paper cups with nine humorously designed creatives, each with a witty designation aimed to strike light conversations inside offices. 
 
 
 <div type="image" title="Hotstar_For BI" msid="71534936" hostid="261"></div>







 While the team has worked with brands across sectors, start-ups remain their favourite. “Be it FMCG, BFSI, Entertainment, we have worked with them all. However, clients who are most receptive and open to experimenting are start-ups. While established clients make our offerings part of their 360 degree campaigns, new age brands and start-ups not just use our medium but also use our services in media planning, buying and creatives. Other than Cup Branding, they are also eager to explore our other offerings like Digital Screens and corporate activations,” said Jain. Challenges of Starting Up CupShup only had a lakh to set the ball rolling. While finding good talent was a task with limited infrastructure, convincing corporates was not a cakewalk either. “Initially, offices in corporate parks were reluctant to give us entry into their buildings as they were skeptical about the quality of paper being used by us. However, with time they are aware of the fact that we only use water based ink on our biodegradable and recyclable paper cups. This helped us understand their concerns and in accessing the office cubicles with ease,” said Jain. To spread the word around and get more attention from their client, CupShup reached out to various start-up specific news portals and networking events. Jain also sent a monthly newsletter to their client base to update them about CupShup’s work progress. Slowly, as CupSup started working with bigger brands, its communication strategy broadened to entire marketing and advertising community. Expanding its Call-to-Action Clients only look out for end results and measurable outcomes. So what kind of ROI does CupShup offer? “While most of the established brands use our medium as part of their 360-degree campaigns focused on grabbing eyeballs and building brand recalls, many new age brands and start-ups use our services to acquire new users and drive App downloads, and transactions as well. Since a tea break allows a brand exposure time of 5-7 minutes, we also use call-to action methods like QR codes, Missed Call to SMS and so on, for lead generation. But yes, this method of branding grabs attention, drives a positive ROI and triggers a conversation,” answers Jain. Plan Ahead After a smooth run in FY 2018-19 with ₹4.5 crore in Revenues, CupShup is now projected to clock ₹12 crore this financial year on the back of its strong clientele. CupShup is now scaling its network, activation services, and ramping up the creative services portfolio. It is also working on a digital product, which is slated to go live early next year. While Jain did not share the name or idea behind it, he said their product will ‘aim at revolutionising the way digital marketing is done in India.’

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Swiggy has read every consumers’ mind and sent out fun Diwali Bonus emailers to lift their spirits

Karuna Sharma

Simply put, the charge on the Modi government is that it lied to the Parliament about buying Pegasus spyware and it must respond

Sriram Iyer

CupShup aims to treble its revenue to ₹12 crore by end of FY19 - 20

Karuna Sharma

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