Tupperware launches new 'She Can, You Can' campaign

The face of the second season of this inspirational campaign is Hina Shah, well-known social entrepreneur. The campaign has been conceptualised by IBD Brands and directed by Shoojit Sircar

BestMediaInfo Bureau | Delhi | June 5, 2013

After successfully touching millions of lives with its 'She Can, You Can' initiative last year, Tupperware has just launched the second phase of this campaign. True to its brand philosophy of 'Enlighten, Educate and Empower', Tupperware had undertaken this initiative that began with a media campaign in 2012. The campaign was aimed at highlighting women achievers who had the zeal to think out of the box and go the extra mile to realise their dreams.

Tupperware is known across the world as the 'Confidence Company' because its unique business opportunity not only provides lucrative home business to women, but through systematic training and support, it strives to make women more confident of their ability to start and lead a business. The second edition of the 'She Can, You Can' campaign celebrates this spirit of entrepreneurship and empowerment.

The campaign, conceptualized by IBD Brands, upholds examples of women achievers who have chased their dream and in realising that dream, have also empowered many more. These are real-life role models. The face of the campaign for this year is a familiar one – Hina Shah, a well-known social entrepreneur from Ahmedabad. She is the founder director of ICECD and also a recipient of the presidential award 'Stree Shakti' for her efforts in this field.

After the launch of the campaign in 2012, Tupperware had invited success stories of women entrepreneurs. This initiative garnered an overwhelming response and that success has laid the foundation of the launch of the 2013 campaign. The company believes that this is a long-term initiative and the ultimate goal of this initiative is to ensure that women from across India feel confident enough to start their own entrepreneurial ventures.

Asha Gupta, MD, Indian Subcontinent, Tupperware, said, “Our endeavour is to encourage the creation of future opinion leaders and inspire them to fulfil their destinies. After a successful first year, our thrust will be to encourage women more towards action and inspire them to chase their dreams and achieve them. Going further, we would want women achievers from across the country to come out and share their experience, thus becoming role models for upcoming generations of achievers.”

Anshu Bagai, CMO, Tupperware India, added, “Tupperware is known for its range of innovative and durable products for preparing, storing, serving and carrying food. But the women who are the driving force behind the sales and distribution of the products also deserve equal credit for the brand's success. Most of these women started as homemakers. But today their financial success outweighs that of many men. What's more, they have also successfully changed the lives of many other women. This campaign celebrates their success and more importantly their spirit.”

Rahul Gupta, Managing Director, IBD Brands, said, “What sets the 'She Can, You Can' campaign apart is its sheer simplicity and the fact that it's a story told straight from the heart. Tupperware's commitment towards empowering women is ingrained in its DNA and that's what this campaign celebrates.”

Jyotsna Chauhan, from, IBD Brands, the brand custodian agency, said, “For over 16 years Tupperware has been giving women in India a platform to exercise their economic freedom. With 'the new leap taken this year for 'She Can, You Can', the idea is take this philosophy to the next level by empowering women to become successful entrepreneurs with Tupperware.”

Jai Singh, Executive Creative Director, IBD Brands, commented, “The first big challenge of taking the 'She Can You Can' campaign forward was finding the right protagonist. Secondly, one had to take the story to the next level while remaining within the ambit of the overall 'She Can You Can' idea. Finding Hina Shah put everything in place. Here was a confident woman who believed in the thought why seek a job when you can give one? So to start with, not only did she become an entrepreneur but also set up an institute where she mentors many more women to be like her. Quite a role model and a brand fit because Tupperware too creates women entrepreneurs.”

Singh added, “Shot across different locations, this year's campaign will inspire women to believe in themselves a bit more and motivate them to play a larger role in society.”

The ad film has been directed by Shoojit Sircar, acclaimed ad filmmaker, and Director of 'Vicky Donor'. He said, “After the success of the first phase I was really looking forward to the next spots of Tupperware, and I am really happy that it is Hina Shah. She empowered women to become entrepreneurs. She is an achiever. I felt humbled in her presence yet very happy for being associated with her. I appreciate that Tupperware is constantly associating and featuring these women achievers.”

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