Launched in 2012 by a certified Transformational Coach and Consultant – Rajeev Shroff, Cupela is a coaching platform that strives to empower leadership in organizations. In the past, Rajeev has helped leaders to grow and develop across organizations such as Avaya, Adobe, Oracle, and Verizon, amongst others.



SPRD has strategically devised a PR strategy for Cupela to emphasize the founder’s journey towards becoming an industry expert. With the aim to throw light on his executive coaching skills, and his personal experience in leadership, we have helped translate this critical aspect into various stories and intensively pitched this across platforms.


Through a strategic content driven PR strategy, Rajeev Shroff as well as Cupela have appeared across renowned leadership platforms. The coverage was primarily via prominent HR and Management led online platforms; and eventually spilled over to the offline sphere as well. Here, the idea has been to position the leader as a reflection of the brand.


In an attempt to reach aspiring management students, a few articles were also targeted under the ‘Jobs & Career’ section. Cupela’s online presence has been established pan-India, with interviews and articles around the importance and impact of ‘Transformational Coaching’, across leading print publications.

Execution Technique & Excellence

From June 2018 to the present, our approach has involved positioning of Rajeev Shroff as a thought leader by creating awareness about the importance of executive and transformational coaching, especially among Learning & Development and Leadership heads. The topics have been crafted to function as a value addition to his existing professional net worth, while bringing out the positives of a timely organizational transformation.


Additionally, broadening the horizon of his firm belief in entrepreneurship, and complimented with his ownership-driven mindset, articles pertaining to these have also been published on platforms like Forbes India, People Matters & New Indian Express (Online & Print).


In order to gain better visibility, we consistently emphasized on thought leadership pieces. A dedicated and consistent approach to content, also led to Rajeev becoming a member at the Forbes Council - wherein he shared his credible and relevant thoughts through various thought leadership articles.

Media Appearances


Social Media

Analysing the field that Cupela comes from, a prominent focus has been given to the social media platform of LinkedIn. Not only have we shared the PR coverages that have been published but have also launched numerous content driven campaigns on topics ranging from teamwork to leadership. On an average, the number of views across campaigns have been over 1000, along with an engaging number of likes and comments.

Innovation and Creativity

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Right from undertaking a PR Kit initiative to managing Rajeev Shroff’s social media presence, SPRD has ensured consistent communication to strengthen brand visibility. Along with managing his social media presence, a managers’ guide was also designed in the form of a book; that comprised of Rajeev Shroff’s media coverages. This has all been backed with a monthly newsletter and backend updating of the website.

Total Reach