MAM
Second phase of Tupperware’s ‘She Can You Can features’ Hina Shah
NEW DELHI: Tupperware, which had last year launched the ‘She Can You Can‘ initiative last year, has now launched the second phase with another campaign featuring a real life role woman model that women from all walks of life can look to emulate.
Living up to its 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.
The TVC for this has been directed by Shoojit Sircar (acclaimed Ad – filmmaker, Director and winner of the National award for Best Popular Film Providing Wholesome Entertainment, Vicky Donor). Tupperware, known across the world as the ‘Confidence Company‘, also strives to make women more confident of their ability to start and lead a business. The second edition of the ‘She Can, You Can‘ campaign celebrates this spirit of entrepreneurship and empowerment.
The face of the campaign for this year is Hina Shah, a well-known social entrepreneur from Ahmedabad who 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.
In the words of Tupperware MD (Indian Subcontinent) Asha Gupta, “Our endeavour is to encourage the creation of future opinion leaders and inspire them to fulfill 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.”
Tupperware India CMO Anshu Bagai says, “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.”
IBD Brands MD Rahul Gupta says 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 Brands says, 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.
Sircar said, ‘After the success of the first phase, I 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.
A home maker, a classical dancer, an entrepreneur, a painter, an academician and the founder – director of ICECD, Hina Shah has in a man‘s world created a niche for herself with path breaking innovative ideas. In 1976, when Hina decided to become an entrepreneur, she faced several adversities. It was her determination and grit which helped convert these difficulties into opportunities, and led her in emerging into a successful entrepreneur in the field of plastic packaging.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
