IBD India conceptualizes Tupperware India’s ‘She Can, You Can’ campaign

RahulGuptaIBD India, the Integrated Brand Development division of Percept-Hakuhodo conceptualized and executed the launch of the second edition of ‘She Can, You Can’ campaign recently.

After inspiring women from varied walks of life, diverse regions and economic strata and successfully touching millions of lives with its ‘She Can You Can’ initiative last year, Tupperware is all set to launch the second phase with another campaign to instill confidence in women and help share stories of success amongst peers. True to its company philosophy ‘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 realize their dreams.

Tupperware is known across the world as the ‘Confidence Company’. It is an apt description, as Tupperware’s unique business opportunity not only provides lucrative home business to women, but through its systematic training and support, it also strives to make women more Confident of their ability to start and lead a business. A business that also empowers many others. The second edition of the ‘She Can, You Can’ campaign celebrates this spirit of entrepreneurship and empowerment.

The second season campaign upholds examples of women achievers who have chased their dream and in realizing that dream, they have also empowered many more. By creating real-life role models, the company has made real life role models that women from all walks of life can look to emulate. The face of the campaign for this year is a familiar one – Hina Shah, a well-known social entrepreneur from Ahmedabad is one of the most fitting examples of what a woman can do for a society. She is the founder and Director of ICECD and also a recipient of a presidential award ‘Stree Shakti’ for her efforts in this field.  Her story is truly inspirational and Tupperware is certain that it will encourage many women to take the first step towards realizing their own dreams.

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.

The client brief to IBD India was to find a new face which suits the Tupperware philosophy and in the process stimulating the sales of the brand. Further to which IBD proposed an idea of building confidence by celebrating the spirit of entrepreneurship as the theme for the campaign and came up with TVC, Print Advertisement, Website Banner for Facebook page & Tupperware Microsite.Standees and posters.

Commenting on the successful launch of the campaign, Asha Gupta, Managing Director, 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 experiences, thus becoming role models for upcoming generations of achievers. Our endeavour is to present inspirational stories of women, who have not only achieved success for themselves but have also helped and inspired other women to achieve their own aspirations.”

Anshu Bagai, CMO, Tupperware India said, “Tupperware is known for its range of innovative and durable products for preparing, storing, serving and carrying food. The products over the years have won many accolades across the world. 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 many men. What’s more is that they have also successfully changed the lives of many other women. This campaign celebrates their success and more importantly their spirit. Tupperware’s zero investment opportunity gives the Consultants confidence to run their business on their own terms. It allows women to care for a family without having to compromise on their aspirations of having a good professional career. The second edition of the ‘She Can, You Can’ campaign will celebrate the spirit of entrepreneurship and independence.”

One the successful execution of the campaign, Rahul Gupta, Managing Director & CEO, IBD India 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.”

Jai Singh, Executive Creative Director, IBD India said, “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; 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. 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 campaign directed by Shoojit Sircar, acclaimed Ad – filmmaker, Director and winner of the National award for Best Popular Film Providing Wholesome Entertainment, Vicky Donor said, “After the success of 1st phase 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. This novel act of hers has helped so many women. She is an achiever. I felt humbled in her presence yet very happy for being associated with her. She really is a great inspiration. I appreciate that Tupperware is constantly associating and featuring these women achievers from the society. Hope you all enjoy and get inspired too watching this spot.”

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