Arati Rao
Jul 05, 2012

Tupperware goes on TV with 'She can, you can' campaign

Watch the TV ads created by IBD Brands (a division of Percept)

wide player in 16:9 format. Used on article page for Campaign.

Tupperware, the direct selling company marketing food storage, preparation and serving products, has embarked on its first television campaign. The campaign features the stories of Saloni Malhotra, who started a business process outsourcing unit in rural India, and Chhavi Rajawat, credited with being the youngest woman 'sarpanch' in the country. The baseline is 'She can, you can', as the campaign hopes to get women to aspire to fulfill their dreams by joining the Tupperware salesforce.

Anshu Bagai, marketing director, Tupperware India, said, "Tupperware has now become a generic name for plastic kitchenware. There is this other aspect of our brand, which we call women empowerment, that is inbuilt into our business model. We have an all-women salesforce, and a lot of them come from simple backgrounds. They go on to sell Tupperware which helps them to not only support their families, but the exposure they get also makes them very confident individuals. That is what we wanted to highlight as part of our brand personality. The approach is that we've selected women like Saloni and Chhavi, who come from simple backgrounds, but they had a dream and pursued it. They act as role models and motivate women to join our salesforce. For this approach, we needed television because it's about telling the story of a person's life." Bagai also clarified that Malhotra and Rajawat are not associated with Tupperware, and the company wanted to celebrate women with success stories "beyond Tupperware" under the 'She can, you can' platform.

The campaign can be seen on television, press, and social, and a coffee table book is in the works.

Credits:

Client: Tupperware India
Creative agency: IBD Brands, A division of Percept Ltd
Creative director: Jai Singh, senior creative director, IBD Brands
Director of TVC: Shoojit Sircar
Media agency: Allied Media, A division of Percept Ltd

Source:
Campaign India

Related Articles

Just Published

21 hours ago

Rakesh Thukral succeeds Warren Fernandez as ...

In this new role, he will report into Ed Williams, the agency’s president for international.

22 hours ago

Gaming giant Electronic Arts reviews global media ...

Account is currently handled by T&Pm.

1 day ago

An insider’s playbook to PR crisis mitigation

In today’s social media-driven world, Boomlet Group's co-founder and CEO believes that swift and authentic crisis management is essential as brand reputation can shift in seconds.

1 day ago

Sipping all the way to wellness with Tata Tea’s AI ...

Its campaign for Tata Tea Gold VitaCare blends AI and print with its acrylic mirror ad and AI face test to raise awareness of Vitamin D deficiency.