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.
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