Tupperware on a major advertising drive!

Anshu Bagai, Marketing Director, Tupperware India said, "Movies are a passion with Indians. Thus association with movies is an excellent way to position the brand in the Indian culture. A TV ad with clips from the movie and brand helps to break media clutter and rides on the hype created before release of the movie. When a consumer sees a celebrity using a product in the movie, it is not only a soft endorsement, but also makes it more relevant in her daily life"

"Indian consumer does not go out of her way to reach out to a brand. The brand has to reach out to her. Keeping this in mind we launched an aggressive 360 degree campaign. On one hand this involves advertising in TV, print, radio and Outdoors which has resulted in increased visibility for our brand, leading to credibility in the eyes of the consumer," he further explained.

Recently roping in IBD India, a Percept Hakuhudu Company to handle their total Brand and Creative services, Tupperware goes all out to reach their consumers. The media services will now be handled by Allied Media, which is a sister company within the Percept Group. IBD India has been associated with Tupperware as their creative agency for the last 2 years, during which Tupperware has engaged in many innovative media campaigns and 360 activities to reach out to mass and engage their consumers.

Bagai further adds, "The Indian consumer is also touch-and-feel oriented i.e. she wants to see and touch the products before making a purchase decision. In order to give her an opportunity for this we have in place an elaborate BTL activities planned throughout the year. We regularly organize experience centers in Malls & Modern Trade Outlets across all the major cities of India. The consumer can experience our products and get in touch with a member of our sales force. This has make accessibility to our products much easier for the consumer."

Commenting on the responses of the campaign, Bagai said, "We have got an excellent response from our campaigns. These extensive campaigns have helped us to expand our consumer base. There is now a considerable PULL from the consumers, though historically the direct selling industry has always operated through PUSH from its sales force. This has given a strong momentum to our business."

Along with the print media, Tupperware has decided to explore new and innovative avenues of communication via TV which perfectly complements the refreshing feeling that one gets from the splash of a water. In fact TV as a medium has been used quite cleverly with innovations like 'L-band', Aston bands and stings. . On the other hand the radio campaign which is currently on air is built on the premise of how the sound of water, or as the jingle reads 'Sur Paani Ka', plays an erstwhile unnoticed role in our lives.

Talking about incorporating digital medium in their campaign, Bagai explained, "Tupperware with its Party and word-of-mouth method of selling was perhaps the first to utilize the social relationships of consumers. So extending into Social Media was a logical extension for us. Our website gives complete details on our products and contact details of our Distributors. All latest updates are regularly posted on the website. You will be seeing a lot more from us on the Social Media."

The company also plans to launch new clean water storage solutions and purified water solution products in India by 2012.

On an ending note, he said, "Indian consumers have undergone a metamorphosis over the past couple of years. They are willing to pay for quality and benefits. Over the past 15 years Tupperware has re-positioned plastic kitchenware in India. Tupperware now stands for smart products for leading a healthy lifestyle. Given the quality of our products, Tupperware offers excellent value for money. As a result the masses are currently readily accepting our products.

The company also plans to launch new clean water storage solutions and purified water solution products in India by 2012. | By Janees Antoo [janees(at)adgully.com]