Cup of Social · Creative × Performance

The future of marketing is being built here.

AIStorytellingPerformanceCreativity

Every week we test, build and document what actually works in modern marketing. Then we use it to grow founder-led brands. One team running both halves of your growth.

Explore the ideas Work with us
The point of view

Attention is earned through creativity. Growth is earned through systems. Most companies pick one. The best brands master both.

That single belief is the whole company. Everything we publish, build and sell either earns attention or turns it into revenue. Usually both.

The ideas

What we're thinking about

We document our experiments in public. Businesses learn what we do. Creators learn how we think. Everyone wins.

AIAttentionStorytellingMarketingCreator economyConsumer psychology
COS//001 This week

Why most ads fail in the first three seconds

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COS//002 Experiment

We replaced every hook with AI. Here's what happened

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COS//003 Breakdown

The ₹1 crore property campaign, frame by frame

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COS//004 Systems

How we make 80 pieces of content in one day

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COS//001 · Scroll Tax is out now. Free. →
Clients worked with
Shaadi.com Vodafone Idea My Ambar Neha Herbals Kraftsmen India Little Berry Toys The Luxe Stays Waffle World +140 more
India·UAE·United States·United Kingdom
The proof

Ideas are opinions. Receipts aren't.

Real campaigns from Himanshu's ad accounts. Spend in, results out. Screenshots on the call.

0Leads generated
0Sales calls booked
₹1 CrProperty sold via our ads
0Brands built & grown
Cup of Social · receipt 01Real Estate Developer
Ad spend₹3,28,265
Leads generated2,500+
Cost per lead₹100–125
Closed₹1 Cr

A home worth one crore, sold to a buyer who met the brand inside a Meta ad.

Sold
Cup of Social · receipt 02Real Estate Consultants
Ad spend₹7,29,238
Leads generated11,000+
Cost per lead₹40–48
Avg deal₹75 L

Crores in traceable pipeline from a single ad account.

Cup of Social · receipt 03Fitness Coaching Client
Ad spend₹10,22,258
Leads generated25,000+
Cost per lead₹25
Calls booked4,039

A sales calendar that never sits empty.

Cup of Social · receipt 04US Google Ads Account
Ad spend$185,000
Clicks131,000
Cost per conversion$13.61
Conversions13,600

One managed account. Vodafone Idea app campaigns ran at ₹18 per install.

Cup of Social · receipt 05D2C Apparel · Dubai
Ad spend22,844 AED
Reach290,443
Product price100 AED
ROAS4.3x

Paid social that pays for itself, then compounds.

Cup of Social · receipt 06Nutrition & Fitness Coach
Funnels built1
Calls booked663
Program typeHigh ticket
StatusBooked

One campaign. A transformation program, fully booked.

The services

One expression of the mission

Everything we learn in public, we apply in private for the brands we work with. Three disciplines, one team.

01

Strategy

The thinking
  • Brand positioning
  • Founder branding
  • Marketing strategy
  • AI marketing systems
02

Creative

The attention
  • Content production & shoots
  • Storytelling & creative direction
  • UGC & ad creatives
  • AI-powered content systems
03

Growth

The revenue
  • Meta & Google ads
  • Lead generation
  • Funnels & landing pages
  • Analytics & optimization
See the receipts →
Go deeper

Performance
marketing

Himanshu runs the media side: Meta and Google, funnels, lead generation and tracking. Eight receipts, the full ad-account dashboards, and the campaign that sold a ₹1 crore property.

₹2Cr+Ad spend managed
35,000+Leads generated
4,700+Calls booked
See the performance page →
Meta Ads Manager dashboard from a real estate campaign
Google Ads account overview
Consulting

Not ready for a
retainer? Start here.

Buy an hour of both founders. No pitch, no proposal, no chasing. You pay, you book, we solve the thing that's stuck.

One hour · Both founders

"Why isn't this
working?"

The question every founder asks at 1am. Send us your account, your funnel and your numbers before the call. We spend the hour answering it, not discovering it.

  • Live teardown of your content and ad account
  • Positioning and offer pressure-tested
  • The 90-day plan we would run in your position
  • Recording and written notes within 24 hours
₹9,000
or $100

Paid upfront. Booked within 5 working days. No pitch, no proposal, no chasing.

Fee credited in full if you start a retainer within 30 days.

Book the hour
COS//001 · Free

Scroll Tax

You are already paying for attention. The only question is the currency.

Businesses pay in budget.A higher cost per lead. A month of spend reaching people who never made it to the offer.
Creators pay in hours.A week of work watched for two seconds, then scrolled past forever.
Founders pay in deals.The pitch that lost the room before the second slide.

Almost nobody calculates it. We did, across ₹2 crore of ad spend and eight years of content.

  • The formula: what a weak first line costs you per month
  • 50 openings that earned attention, with the numbers beside them
  • Why the same hook works on a reel, an ad and a sales page
  • The three-second test to run before anything goes live
COS//001 SCROLL
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The amplifier

Human creativity at the centre. AI at scale.

We don't use AI to replace taste. We use it to multiply it. Our content systems let a founder-led brand publish like a media company without hiring one.

01
Research & scripting, acceleratedWeeks of content strategy compressed into days.
02
Creative testing at scaleMore variations, faster learnings, cheaper winners.
03
Systems your team keepsWe build the workflow, train your people, and leave it running.
Kriti and Himanshu, founders of Cup of Social
The founders, as always: caffeinated
On set, 2026
The founders

Kriti builds the brand. Himanshu builds the revenue.

We are Kriti and Himanshu. Most companies split creative and media into departments that never talk. We split it between two people who never stop talking. Kriti has spent eight years building brands through content, storytelling and creative direction. Himanshu has spent them turning attention into money: 35,000+ leads, thousands of booked calls, and a ₹1 crore property sold through his ads.

Kriti NayarOwns attention
Himanshu JainOwns conversion
TogetherOwn growth

Your growth story starts here

Tell us about your business. Our team will reply within 24 hours.

Engagements begin at ₹60K / month

Replies within 24 hours