Brands
Pulp Strategy conceptualizes Tupperware’s #PressForConfidence campaign for International Women’s Day!
MUMBAI: Hardships and roadblocks are part and parcel of life. While everyone experiences them on a day-to-day basis, they are often more gruelling for women juggling multiple roles – that too without a single holiday! In order to honour the women and their hard work, Tupperware India launched its innovative International Women’s Day campaign, #PressForConfidence, on social media.
As part of the campaign, Tupperware asked its audience several important questions on its tipping point, putting in more efforts than required, dealing with hope and despair, etc. The brand then, put forth these questions to their support system, i.e. women who support and motivate them on a daily basis. The participants shared their stories and personal experiences to celebrate the women in their life and #PressForConfidence.
Tupperware India’s Managing Director, Shilpa Ajwani said, “When we invest in women, we invest in our community. Tupperware empowers them to grow professionally and personally, and seeks ways to enhance their livelihood by providing continued business and learning opportunities. This has been a binding ideology for us.”
The campaign has been conceptualized and executed by Tupperware India’s digital agency, Pulp Strategy, which leveraged interactive content for higher engagement. The brand launched three teasers for the campaign inspired by International Women’s Day #PressForProgress as confidence is the foundation of progress and Tupperware believes in cultivating confidence.
The flagship content pieces utilized Facebook’s new ‘Press and Hold’ feature. The engagement levels are at an all time high and social platforms are buzzing with participation.
Pulp Strategy’s Founder, Ambika Sharma said, “Tupperware is a brand highly engaged with its audiences and community. It believes in creating delight with the small things and it was natural that we created the campaign #PressForConfidence with interactive content as the flagship.”
This International Women’s Day, why not celebrate the people who make an impact in your life with Tupperware’s insightful campaign? Share your story of how you #PressforConfidence and how has it transformed your life!
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
