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Linen bags creative mandate of Tupperware in India

MUMBAI: Lintas Group’s agency Linen has bagged the creative mandate of kitchen storage product manufacturer Tupperware in India.

Tupperware is seeking to raise its popularity bar in India and to achieve this objective, it is leaning on the creative excellence of Linen. Linen aims to deliver not just creative excellence but business solutions for the company as well.

Linen takes over the Tupperware mandate from incumbent agency Percept IBD.

Tupperware chief marketing officer Chandan Dang said, “We are very pleased to welcome Linen on board as our creative partner. We are excited by the energy and insights they bring on board and we look forward to a long and mutually fruitful association. Tupperware is at a very interesting phase in the brand journey and India being a focus market globally, needed a partner agency to deliver not just creative excellence but business solutions to us. In Linen, we found that able partner.”

While the first reaction is to approach client briefs in a conventional way, Linen EVP Abhik Santara stated that rather than following the regular pitch process and devising the communication solution in isolation, it acted differently by understanding the brand ethos first.

“The very fact that 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 granted on us,” he said.

Linen Group CD Pranav Harihar and ECD Jaideep Mahajan further added, “Linen is in a very dynamic phase right now and a partner like Tupperware will give the desired momentum in the form of fresh creative challenges. 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 recently won the Oppo Mobiles (a global mobile company) business and its current set of clients include Dabur, DLF, Frontier, Oppo, Panasonic and Volvo.