Tupperware: She Can You Can


By Design (formerly IBD) received an award at the National Laadli Media and Advertising Awards for Gender Sensitivity 2012-13 held on February 20, 2014, at the TATA Theatre, NCPA, Mumbai. It was the Best Advertisement – Service TVC runner-up award for conceptualizing and executing the popular and innovative "She Can, You Can" campaign for Tupperware. 

The campaign was aimed at inspiring women from different walks of life across all regions and sections of society. Titled 'She Can You Can', the initiative was launched in 2012 by Tupperware and went on to inspire women pan-India, encouraging them to share their success stories with the masses. The campaign showcased women achievers who had the zeal to think out of the box and go that extra mile to achieve their potential. By creating real-life role models, the company presented women from all walks of life that other women could look towards to emulate. The award-winning TVC featured Saloni Malhotra, Founder & CEO of Desicrew Solutions - the first KPO in rural India. By pioneering the concept of KPOs in villages Saloni opened up a new world of opportunities to empower women across rural India. Conceived and created by Jai Singh & Mandar Wadke, the Executive Creative Directors of By Design, the 'She Can You Can' campaign scored on many attributes.

Awards and accolades from the industry apart, Tupperware witnessed a huge surge in new recruitments and sales, and the morale of the existing all-women workforce went several notches higher. Speaking on this prestigious award win, Rahul Gupta, MD & CEO, of By Design (formerly IBD) said, "The true measure of a campaign is how it affects behaviour and thinking to bring about a change. The 'She Can You Can' campaign stood apart due to its sheer simplicity and the fact that it was a story told straight from the heart. Winning the prestigious National Laadli Media & Advertising Award re-endorses Tupperware's commitment towards 'empowering women' and our dedication to creating a society that obliterates gender bias and celebrates women's contribution to the world." Puneet Narula, MD, Tupperware India added "Women's empowerment is ingrained in the DNA of the Brand Tupperware, and the 'She Can You Can' campaign encapsulates this philosophy beautifully."