MUMBAI: Tupperware, offering food storage products, preparation and serving items, has launched its latest ad campaign titled 'She Can, You Can'.

The campaign has been conceptualised and executed by IBD India- A Percept-Hakuhodo Company.

The campaign 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. It
intends to give a human touch to the brand Tupperware and inspire the modern women to create a path of their own.

To promote the brand, Tupperware has roped in Chhavi Rajawat (sarpanch at village Soda in Rajasthan) and Saloni
Malhotra (founder and CEO of first KPO in rural India- Desicrew
Solutions), who brought about changes in the lives of the people
around them.

The company is taking a 360 degree marketing route. It will use TVCs, print advertisements, social media, BTL activities and on-ground activations like seminars and workshops for enlightening women across the country.

The ad film has been directed by Shoojit Sircar (director-Vicky
Donor). It intends to engage the womenfolk with the ideology and help them take a step towards realising their dreams. It is here that by creating an emotional connect with the ‘success stories’ of Rajawat and Malhotra, the modern woman can relate to them which will act as a source of motivation for them.

Tupperware India MD Anshu Bagai said, "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."

IBD Brands COO Jyotsna Chauhan averred, "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,” Chauhan said.