Linen wins Tupperware’s creative mandate

Tupperware has appointed Linen Advertising to handle its creative mandate. The account was won post a multi-agency pitch.  IBD was the incumbent agency.

 

On appointing Linen as its creative partner, Chandan Dang, chief marketing officer, Tupperware, said, "We are very pleased to welcome Linen on board as our creative partner. We are excited by the energy and insights they bring on board and we look forward to a long and mutually fruitful association. Tupperware is at a very interesting phase in the brand journey and India being a focus market globally, needed a partner agency to deliver not just creative excellence but business solutions to us. In Linen, we found that able partner."

 

In an official release from the agency, Abhik Santara, executive vice president, Linen, said, “The very fact that Lintas group will be the brand custodian with respect to creative and strategy shows our commitment for the brand and the belief that the Tupperware team granted on us.”

 

Jaideep Mahajan, ECD and Pranav Harihar, Group creative director, Linen, in a joint statement said, “There are two things that make this brand unique. First, the business is an extension of social responsibility, which is unlike any other brand where it is usually the other way round. Second, the approach towards communication is not one-way. It’s about interaction with the consumer and engaging them, and it comes from the business model, Tupperware has. Here, a 60-second TVC may not work but an interesting tweet can do the job.”