Tupperware locks in Linen as creative partner

Kitchen storage products manufacturer Tupperware has awarded its creative mandate to Linen Advertising. Percept IBD was the incumbent agency on the business. In this new mandate, Linen will offer the brand creative as well as business solutions.

Speaking about the development, Chandan Dang, chief marketing officer, Tupperware 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 andIndiabeing 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.”

Abhik Santara, executive vice president, Linen said that the agency followed the regular pitch process rather than devising the communication solution in isolation, which acted differently by understanding the brand ethos first.

He said, “The reason we took this approach was that Tupperware is one of the very few brands globally, which has a deep philosophy behind its existence - women empowerment. Right from the product design, to business model to the distribution structure,it has only that one agenda in sight. 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.”