Tupperware's 'She Can, You Can' campaign aims to ignite a million dreams

The campaign by IBD India, a Percept-Hakuhodo company, highlights young women achievers who could think out of the box and go the extra distance

BestMediaInfo Bureau | Delhi | June 18, 2012

Tupperware, one of the world's leading direct selling companies offering premium food storage, preparation and serving items, has announced its latest campaign titled 'She Can, You Can'. Focusing on empowering today's women, the campaign endeavours to bring out the hidden achievers while helping womenfolk lead a self-reliant lifestyle. The campaign highlights Tupperware's vision to 'Enlighten, Educate and Empower' women, and make them more confident of themselves.

The campaign, conceptualised and executed by IBD India, a Percept-Hakuhodo company, while aiming to highlight young women achievers who could think out of the box and go the extra distance to realise their dreams, intends to bring to the fore unsung achievers through Tupperware's untold success stories. Roping in two strong role models – Chhavi Rajawat and Saloni Malhotra – who brought about changes in the lives of the people around them, the campaign gives a human touch to brand Tupperware and inspires the modern woman to create a path of her own.

Adopting a 360 degree media amplification strategy, the campaign encompasses TVCs, print, social media, BTL activities and on-ground activations like seminars and workshops to enlighten women. Well-known ad filmmaker and director of the recent hit movie 'Vicky Donor', Shoojit Sircar, has directed the TVCs for the campaign. 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.

Anshu Bagai, Marketing Director, Tupperware India, commented, “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's 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 more confident individuals. It is this that we are celebrating in this campaign.”

Jyotsna Chauhan, COO, IBD Brands, said, “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.”

Chauhan further said, “The idea was based on a simple insight: in the face of a challenge one always responds with '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.”

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, the campaign 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.”

Profiles of the achievers

Chhavi Rajawat was born in Jaipur. She is credited as the youngest woman Sarpanch in the country. An alumnus of Rishi Valley Mayo College Girls School and Lady Shri Ram College, Delhi, Rajawat 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 km from Jaipur, to run the affairs of the village and take charge of its everyday affairs. Envisioning changing the way the village is run, Rajawat aims to imbibe ambitious projects like NREGA, rain harvesting, self-reliance and make Soda into a model village.

Saloni Malhotra: Listening to Prof Ashok Jhunjhunwala at IIT-Madras changed the way the 23-year-old engineer envisioned her future life. The lecture on the topic 'Why not have such BPOs in rural India, too?' made her think of a business solution wherein Malhotra envisaged creating small self-reliant BPO and KPO units which would not only generate employment in rural areas but 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 five centres in Tamil Nadu and provides meaningful livelihoods in rural and semi-urban India through socially responsible business process outsourcing.

The TVCs:

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