Linen, a Lintas group company, has been appointed as creative AoR of Tupperware in India. Percept IBD is the incumbent agency on the account. With India delivering well on the growth front, Tupperware is seeking to raise the popularity bar further.
According to Abhik Santara, executive vice president, Linen - instead of following the regular pitch process and rather than devising the communication solution in isolation - acted differently by understanding the brand ethos first. "Tupperware is one of the few brands which has a deep philosophy (women's empowerment) behind its existence. Right from the product design, to business model to the distribution structure, it has only that one agenda in sight. The fact that the Lintas group will be the brand custodian with respect to creative and strategy shows our commitment for the brand and the belief that the Tupperware team has on us," he explains.
From a creative standpoint, Jaideep Mahajan, ECD & Pranav Harihar, Group CD, Linen state, "There are two things that make this brand unique. First, the business is an extension of social responsibility, which is unlike any other brand where it is usually the other way round. Second, the approach towards communication is not one-way. It's about interaction with the consumer and engaging them, and it comes from the business model, Tupperware has. Here, a 60 second TVC may not work but an interesting tweet can do the job."
Linen also won the Oppo Mobiles (a global mobile company) business a couple of months back. Launched in April this year, the agency's current set of clients include Dabur, DLF, Frontier, Oppo, Panasonic and Volvo.