Teacher's unveils new global campaign 'Light is within'

The campaign has been conceptualised by Publicis and the theme is inspired by Rudyard Kipling's poem 'IF'

BestMediaInfo Bureau | Delhi | January 31, 2014

Click on the image to watch the TVC.

Teacher's, the flagship brand of Beam Inc, has unveiled a new international campaign for its brand extension. The TVC premiered on Saturday last 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.

A Beam spokesperson said, “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 allows them to convert moments of adversity into occasions of triumph. With this campaign, we want to affirm the popularity of Teacher's amongst our consumers and reach out to achievers who want to experience brands that reflect their current stage in life; people who believe in genuine quality and are non-pretentious. Teacher's Golden Glow remains distinctly lit and reflects who we are today and the brand we aim to be tomorrow.”

The idea of the TVC emanates from the core value of brand Teacher's which is “when you have self-belief, it shows”. Teacher's is universally recognised 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,” said Ullas Chopra, Creative Director, Publicis.

The TVC starts with a ship captain who is neck deep in water with a shipwreck 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 Indian actress and model Kittu Gidwani along with other international talent.

The TVC has a 45-second edit and two 30-second edits.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits

Project Title: Light is within

Film Director: Anthony Atanasio & Valerie Martinez

Creative Agency: Publicis Omnicom

Chief Creative Officer: Bobby Pawar

Creative Director: Ullas Chopra

Director of Photography: Vikash Naulakha

Music: Vishal - Shekhar

Creative Team: Ullas Chopra, Harish Nair, Saji Jhonny Kundukulan

Media Buying: Zenith Optimedia

Info@BestMediaInfo.com

Info@BestMediaInfo.com