Tupperware launches 'She Can, You Can' campaign

Tupperware, one of the world’s leading direct selling companies offering premium food storage, preparation and serving items has announced its latest campaign which is titled ‘She Can, You Can’. Focusing on empowering the women of today, the campaign endeavours to bring out the hidden achievers while helping the womenfolk lead a self reliant lifestyle. It is in this regard that Tupperware has initiated its latest campaign which highlights the vision of Tupperware to ‘Enlighten, Educate and Empower’ women across the globe wherein the exposure is sure to make them more confident of themselves.

 

The campaign conceptualized and executed by IBD India- A Percept-Hakuhodo Company, while aiming to highlight young women achievers who had the zeal to think out of the box and go the extra distance to realize their dreams, intends to bring to the fore unsung achievers through Tupperware’s untold success stories. Roping in two strong role models like Chhavi Rajawat and Saloni Malhotra, who brought about changes in the lives of the people around them; the campaign intends to give a human touch to the brand Tupperware and inspire the modern women to create a path of their own.  

 

Adopting a 360° media amplification strategy, Tupperware India in its campaign encompasses TVCs, print advertisements, social media, BTL activities and on-ground activations like seminars and workshops for enlightening women across the country. Bringing in acclaimed ad-filmmaker and Director of the recent hit movie Vicky Donor- Shoojit Sircar, who has directed the TVCs for the campaign, Tupperware intends to engage the womenfolk with the ideology and help them take a step towards realizing their dreams. It is here that by creating an emotional connect with the success stories of Chhavi and Saloni, the modern woman can relate to them which will act as a source of motivation for them. Based on the ideology of ‘She Can, You Can’, where anybody who can dream, shall dream and will achieve it; the campaign is conceptualized, strategized and executed by Percept Group companies like IBD Brands, Percept Profile and Allied Media.  

 

Anshu Bagai, Marketing Director, Tupperware India comments, “There are two aspects to brand Tupperware. On one hand, we have innovative kitchen solutions and for that you have seen a lot of creative campaigns from Tupperware over the last couple of years. These have clearly established Tupperware as a leader in this category. However, the other part of Tupperware is Women Empowerment which is very deeply ingrained in the DNA of Tupperware. Being a direct selling organisation, we have an all-women sales force where a lot of them come from a very simple background but go on to achieve big things in life. They not only earn money which helps them to support their families, but the exposure they get when they join Tupperware makes them far more confident individuals. It is this that we are celebrating in this campaign.”

 

Jyotsna Chauhan, COO, IBD Brands says, “For over 16 years Tupperware has been giving women in India a platform to exercise their economic freedom. “With ‘She Can, You Can’, the idea is take this philosophy to the next level by setting up role-models who can be emulated and also to highlight how Tupperware has been a catalyst of this change.”  

 

“The idea was based on a simple insight: in the face of a challenge one always responds ‘If you can, why can’t I?’. This bravado is deeply ingrained in our psyche. We just had to bring together visual role models and connect them with the audience and let their words of inspiration do the rest. The idea was more of a dream at Tupperware which we let take its own path and chart its own course of action.” added Jyotsna.

 

Jai Singh, Senior Creative Director, IBD Brands, said, “The Tupperware ‘She Can You Can’ campaign is all about celebrating the successes of simple, ordinary women who have had the courage to dream big…and the power to realise them. In doing this, thecampaign seeks to inspire many more women, to come forward to start dreaming and start achieving. At the core of the idea was Tupperware’s basic ideology of empowering women and giving them wings to fly. Through this campaign we wish to connect the millions of desires to the achieved dreams of our protagonists who will act as the guiding light to innumerable successes waiting to happen. In a first, the campaign will on an ongoing basis create celebrities out of relatively unknown achievers.

 

Chhavi Rajawat: Born in Jaipur, Rajasthan; Chhavi Rajawat is credited to be the youngest woman Sarpanch in the country. An alumnus of Rishi Valley Mayo College Girls School and Lady Shri Ram College, Chhavi is the face of changing India. Being the first woman sarpanch in the country, the Business Management degree holder left her cushy job in the corporate sector and returned to her paternal village of Soda, 60 kms from Jaipur to run the affairs of the village and take charge of its everyday affairs. Envisioning changing the way the village is run, Chhavi aims to imbibe ambitious projects like NREGA, Rain Harvesting, Self-Reliance and make Soda one of the model villages in the country.

 

Saloni Malhotra: Listening to Prof Ashok Jhunjhunwala at the Indian Institute of Technology, Madras changed the way 23 year old engineer Saloni Malhotra envisioned her future life. The lecture subjected on the topic, ‘Why not have such BPOs in rural India, too?’ made her think of a business solution wherein Saloni envisaged creating small self-reliant BPO and KPO units which while on one hand generating employment in rural areas will also create a successful ROI model. This was how her venture ‘DesiCrew Solutions’ was born and changed the way rural India viewed BPO/KPO employment opportunities. Incubated by Rural Technology & Business Incubator of IIT- Madras, DesiCrew Solutions now employs over 130 people across 5 centres in the state of Tamil Nadu and provides meaningful livelihood to rural & semi-urban India through socially responsible business process outsourcing.