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.