Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Anshu Bagai
Ex- Chief Marketing Officer
Tupperware, India
On Multi-channel marketing program and their synergies …
I am a strong supporter of integrated marketing, multi- channel marketing is far more impactful than single channel marketing. The reason being that any customer on any given day is exposed to multiple channels, if a person sees communication which is synergistic in two or more mediums, the impact is much better.
Lets take our latest campaign which was “She Can, You Can” where we were propagating the Tupperware opportunity on television through a very good campaign. We didn’t stop at television, we also launched the campaign through an effective print campaign. We are pretty active on social media, we are strong on Facebook, the Facebook fan base is now at a million +. Simultaneously, we also planned a lot of BTL activities where we invited prospective housewives who would like to join our business and did events with them. It was a complete integrated marketing and I have always felt it is more impactful.
For example, If I take a particular range, lets say we promote a dry storage range during the monsoon season when food tends to get soggy, we don’t stop at inserts in print media but we also do a lot of BTL in malls, in organized retail so customers get an opportunity to touch and feel. On Facebook, the campaign is very synergistic for example, the advertisements will talk about how our modulars or dry storage range help you to organize your kitchen. On Facebook, we have a tetris type of game where they can build a tower using Tupperware products. Communication goes out in synergistic form and its far more helpful
“We didn’t stop at television, we also launched the campaign through an effective print campaign. We are pretty active on social media, we are strong on Facebook, the Facebook fan base is now at a million+”
