Navneet Education has rolled out a campaign, #TrForTeachers, to celebrate Teacher’s Day by honouring them with the title of Tr before their names.
Conceptualised by FCB Interface, the film revolves around a social experiment where a group of respondents are asked to name the most and least important persons among a panel of four professionals, by just looking at their names. The panellist of professionals have titles like a doctor (Dr), captain (Capt) and Justice with signages in front of them.
However, a woman named Smita Patel has no title before her name. Each of the respondents share why the panellists of professionals are important to society due to the title in front of them. However, when they were asked about Patel, they weren’t able to sing her praises. The film then reveals that she’s a teacher. And not just any teacher. But the one who taught the captain, the judge, and the doctor, who were all on the panel. The film then showcases how the respondents, after discovering this, have a different opinion of Patel. The film then goes on to urge viewers to join hands with Navneet and help recognise teachers with the title of Tr, since teaching is the profession that makes all professions.
Devish Gala, head – branding, Navneet Education, said, “We at Navneet believe that schooling creates the foundation of education, and teachers are the ultimate guiding force in a student’s journey. Therefore, we always strive to give our best possible support to teachers who are working relentlessly and selflessly through our expertise and new-age products. A teacher’s job is one of the most difficult jobs however it doesn’t necessarily gets the recognition like other professions. #TrForTeachers is our way of paying an ode to the spirit of teacher and a salute to their noble profession. This is just the beginning, and we are confident it will inspire many others to move in this direction.”
Rakesh Menon, national creative director, FCB Interface, said, “Teaching is a profession that makes all other professions possible. And yet, it is perhaps the most undervalued profession of all. Honouring teachers with a title of Tr is a small but powerful way to change the way we look at them.”
Client: Navneet Education
Agency: FCB Interface
National creative director: Rakesh Menon
Creative team: Shishir Kapre, Abhinay Srivastav, Sanket Taral
Account planning team: Aditi Patwardhan, Arushi Chak
Account management team: Shailesh Gupte, Ravi Sangtani, Anvay Nabar
Production house: Basta Films