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Linen wins creative mandate for Tupperware in India

22-July-2014
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Linen wins creative mandate for Tupperware in India

Tupperware has appointed Linen, a Lintas group company, as its creative AoR in India. With India being a focus market globally, Tupperware was on the lookout for a partner agency to deliver not just creative excellence, but business solutions as well. It was here that Linen emerged as the agency of choice for Tupperware.

Linen takes over the Tupperware mandate from incumbent agency Percept IBD.

On choosing Linen as its creative partner, Chandan Dang, Chief Marketing Officer, Tupperware commented, “We are very pleased to welcome Linen on board as our creative partner. We are excited by the energy and insights they bring on board and we look forward to a long and mutually fruitful association. Tupperware is at a very interesting phase in the brand journey, and India being a focus market globally, needed a partner agency to deliver not just creative excellence, but business solutions to us. In Linen, we found that able partner.”

While the first reaction is to approach client briefs in a conventional way, according to Abhik Santara, Executive Vice President, Linen unfollowed the regular pitch process and rather than devising the communication solution in isolation, it acted differently by understanding the brand ethos first.

“The reason we took this approach was that Tupperware is one of the very few brands globally, which has a deep philosophy behind its existence – Women empowerment. Right from the product design, to business model to the distribution structure, it has only that one agenda in sight…The very fact that Lintas Group will be the brand custodian with respect to creative and strategy shows our commitment for the brand and the belief that the Tupperware team granted on us.”

From a creative standpoint, Jaideep Mahajan, ECD & Pranav Harihar, Group CD, Linen shared, “This win can’t have a more perfect timing. Linen is in a very dynamic phase right now and a partner like Tupperware will give the desired momentum in the form of fresh creative challenges.” Adding further, they said, “There are two things that make this brand unique. First, the business is an extension of social responsibility, which is unlike any other brand where it is usually the other way round. Second, the approach towards communication is not one-way. It’s about interaction with the consumer and engaging them, and it comes from the business model, Tupperware has. Here, a 60-second TVC may not work, but an interesting tweet can do the job.”
 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.