Tupperware- for a better living..: News

Tupperware India launches ‘She Can, You Can’ Campaign to help realize a million dreams

Posted on June 15, 2012 by nora0117 | Leave a comment

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.

Tupperware party makes a comeback — in India

Tupperware’s growing popularity in India is one tangible example of the increasing spending power of India’s heralded middle class.

RICK WESTHEAD / TORONTO STAR

While the popularity of Tupperware parties has slipped in North America, Indian women are flocking to them.

By: Rick Westhead Staff Reporter, Published on Sat May 08 2010

NEW DELHI—Four days a week, sometimes several times a day, women from across this teeming city descend on Alka Backliwal’s home for good conversation, games, and snacks like yogurt sandwiches, lemonade spiced with black pepper, and kulfi, a frozen dessert made of yogurt, mango, condensed milk and almonds.

While guests gab and munch at these two-hour get-togethers, Backliwal moved among them, sharing new recipes, doling out advice about healthy eating and showcasing the latest styles in food storage.

The Tupperware party has come to India.

North American stay-at-home mothers made Tupperware ubiquitous in the 1950s through Tupperware parties. Used to store everything from Jello creations to leftover casseroles, the food containers became a smash hit. But by the 1970s, as women entered the workforce en masse, the party concept in North America began to fizzle.

These days, the iconic food storage container is enjoying a surge in popularity in fast-changing India and the concept of the Tupperware party has been rekindled. In New Delhi alone, there are an estimated 300 Tupperware managers like Backliwal who each host 10 to 15 parties every week.

On a recent afternoon, the midday sun sizzling outside, a group of nine women wearing chiffon saris and light kurta pyjamas gathered in Backliwal’s living room and debated which containers — square or round, tall or squat — were best for storing rice, flour or leftovers.

Backliwal, a 54-year-old grandmother, was hosting her third event in two days and her party had a distinctive Indian feel.

Containers trumpeted in North America as the perfect storage solution for casseroles were lauded as ideal for keeping rice biryani.

Backliwal showed off one of Tupperware’s newest offerings — a large green, round container with a half-dozen compartments. Because the compartments are sealed off from one another, “you can keep chocolate chips in one and spices in another with no problem,” Backliwal cooed.

“Look how fast you can make a dinner with this, all of your ingredients in one place.”

Backliwal knows how to work a room. She sells about $3,500 worth of Tupperware a month. “There’s a 100-year guarantee against chipping, scratching and cracking,” she told her guests. “You’ll be handing this down to your children.”

“You just have to be careful or you’ll end up with a salsa muffin or chocolate chip pizza,” one guest interjected.

Jokes aside, Tupperware’s growing popularity here is one tangible example of the increasing spending power of India’s heralded middle class, a group that will include more than 60 million households by 2015, up from 13 million in 2005, according to the Confederation of Indian Industry.

Several of Backliwal’s guests said with more disposable income available, Indian families are purchasing larger fridges and are willing to buy more expensive storage containers. Tupperware costs about four times as much as comparable Indian brands.

“My whole kitchen is Tupperware,” said Rashmi Jain, a homemaker with two daughters, 13 and 9.

“What’s good about this,” she said, rapping a knuckle against a sandwich container, “is its longevity and durability. Indians are looking for quality now and we’re willing to spend more.”

The world’s largest democracy with 1.2 billion residents, India is indeed in the midst of a consumer revolution.

In 2000, there were three shopping malls in India. Today, there are some 350. Close to 400 million Indians use cellphones and western companies are flocking to set up shop here. Harley Davidson recently began taking orders for expensive motorcycles and fast-food chain McDonald’s is doing a brisk business, using its “Maharaja Macs” to lure the middle class.

India’s retail sector is expected to grow to $400 billion next year, up from $250 billion in 2006.

The secret to Tupperware’s early success in the post-World War II era was rewarding the women who hosted Tupperware parties and helped the company eliminate marketing costs. Some hostesses did so well they were rewarded Cadillacs, mink coats and European vacations.

Now, Backliwal said she makes about $700 a month from her business — not bad, she said, for a retired grandmother working from her home — and has travelled with her job to Dubai, Malaysia and Nepal.

Ninety minutes into her party, Backliwal used a brief moment of quiet to slip in another point.

“When you store food in these you can make meals so fast as your husband rushes home from his shop,” she said.

If the remark bothered the several working women in attendance, they didn’t show it.

Tupperware goes on TV with ‘She Can You Can’

By Deepika Bhardwaj
Monday,Jun 18, 2012

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Tupperware goes on TV with ‘She Can You Can’

Realising dreams doesn’t take only determination but courage, confidence and a vision to do something unusual, extraordinary and inspiring. Telling stories of some of the extraordinary women in India who are empowering not only women but entire villages and towns of our country is Tupperware with its latest campaign – ‘She Can You Can’, also making its debut on television.

The TVCs showcase two women – Chhavi Rajawat, who left her cushy corporate job to become the youngest woman Sarpanch in India and Saloni Malhotra, who has transformed the life of thousands in rural areas of Tamil Nadu by opening her KPO Desi Crew.

“We wanted to take this campaign beyond Tupperware. It is not only about products, it’s also about empowerment. Our protagonists are real-life achievers and not some celebrities, which lends credibility to the campaign. We want people to look into their inner lives and realise the power of dreams,” said Anshu Bagai, Marketing Director, Tupperware India.

It is the first time Tupperware is advertising on television, though the brand has been talking to its consumers through medium such as newspapers and magazines apart from word-of-mouth, that most of the direct selling companies rely on.

Tupperware’s campaigns have usually focused on its different range of products, basis seasons they are launched in. But the ‘She Can You Can’ campaign doesn’t feature any of Tupperware products. It is a celebration of the feats women such as Chhavi Rajawat and Saloni Malhotra have achieved.

The campaign has been conceptualised and executed by IBD Brands – Tupperware’s agency on record.

Explaining the creative thought behind the campaign, Jyotsna Chauhan, COO, IBD Brands said, “Tupperware has been giving women in India a platform to exercise their economic freedom for over 16 years now. With ‘She Can, You Can’, the idea is to 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.”

Jai Singh, Senior Creative Director, IBD Brands added, “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.”

The campaign targets women specifically, given the fact that Tupperware has an all women sales force. Apart from television, the campaign would be given a 360-degree push through print, online, OOH and other media. Tupperware has launched a dedicated website to seek more inspirational stories from women. The stories would also be sought through brand’s Facebook page also which already has close to five lakh fans. These stories would then be logged in a coffee table book which would be released by Tupperware by end of this year. An event saluting these extraordinary women would be organised early next year, as Tupperware plans to give a larger than life form to the campaign, informs Bagai.

But being a direct selling company, how does television benefit the brand? “We have seen that perceptions about brands in India are visibility-led. People respect a brand more when it is in the media and they know about it, hear about it every day,” responded Bagai, concluding that this is not a CSR initiative but a continuous endeavour by the brand to transform lives.