Teacher's adapts Kipling's 'If' to put the spotlight on 'the light within'

Teacher’s, a brand from Beam Inc, has launched a new global campaign. The TVC that is airing in India has been shot in Thailand under the 'creative vision' of Publicis India.

The theme for the TVC is inspired by Rudyard Kipling's poem, 'If'. It starts with a ship captain who is neck deep in the water. A ship wreck is visible the background. The man, lit from a source of golden light within the water, says 'If you can keep your head when all about you are losing theirs and blaming it on you'.  Indian actress and model Kittu Gidwani features saying 'If you can think and not make thoughts your aim'. Excerpts from the poem are used in the film in different situations featuring other international stars to reiterate the brand's new tagline - 'The Light is Within'.

Ullas Chopra, creative director, Publicis, said, "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."

A spokesperson from Beam added, “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 new 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."

Credits

Client: Beam Inc
Creative agency: Publicis Omnicom
Chief creative officer: Bobby Pawar
Creative director: Ullas Chopra
Director (film): Anthony Atanasio and Valerie Martinez
Director of photography: Vikash Naulakha
Music: Vishal - Shekhar
Stylists: Ann
Creative team / Creative director: Ullas Chopra, Harish Nair, Saji Jhonny Kundukulan
Media agency: Zenith Optimedia