Teacher's celebrates self-belief; Launches new global campaign

Teacher’s, the flagship brand of Beam Inc, is all set to turn heads with a new international campaign for its brand extension. The television commercial premiered on Saturday in select channels and will expand across national television this week. Beam has brought on board the world’s renowned Director Duo - Anthony Atanasio & Valerie Martinez for this film. The commercial has been shot in Thailand under the creative vision of Publicis India. The central theme of the TVC is inspired by the famous poetry ‘IF’ written by the legendary author & poet Rudyard Kipling.

Beam spokesperson says, “With this new campaign, we intend to endorse the popularity of Teacher’s as a quality brand and a preferred choice for a man who is a self starter, conversant and a well-informed achiever. The new Teacher’s Creative is a story of people from different walks of life highlighting the golden glow of the light which 

The idea of the TVC emanates from the core value of the brand Teacher’s which is “when you have self-belief, it shows”. Teacher’s, a premium brand, universally recognized as the choice of men who are achievers. Delivering on these values through its new tagline - ‘The Light is within’, Teacher’s salutes the spirit of achievement and the golden glow of self-belief within its consumers.

We wanted to narrate a story about different sets of self Achievers who held their heads high in all situations and whose integrity and characters shine irrespective of the stage of life they are in. Just as we had anticipated, Anthony and Valerie, successfully managed to convey the character and core value of the Teacher’s brand that stands for genuine quality and self-belief”, says Ullas Chopra, Creative Director, Publicis.

The TV commercial starts with a ship captain who is neck deep in the water with a ship wreck in the background. The man is lit from a source of golden light within the water and says “If you can keep your head when all about you are losing theirs and blaming it on you.” It also features the famous Indian actress and model Kittu Gidwani along with other international talent.

First published in 1909, Nobel Laureate and “Jungle Book” writer Rudyard Kipling’s IF is a poem that has inspired generations and millions – Lines from 'If' appear over the player's entrance to Wimbledon's Centre Court, and is widely regarded as many to be the ultimate code of honour for those who wish to succeed and achieve.

Teacher’s, celebrates this inner compass, the glow that lights the way to being extraordinary, with an international Idea that has people from different walks of life saying extracts from the poem on their way to glory and the glow of achievement.