Beam Global is expanding its brand portfolio with the launch of its latest Scotch whisky brand Teacher’s Origin in India. The launch is being supported by a print campaign that is breaking in selective magazines on September 14. Conceptualised by Publicis, the print campaign takes forward the brand position of ‘An Expression of Genuine Achievement’.
Neeraj Kumar, Director - Marketing, Beam Global Spirits & Wine (I) Pvt Ltd, explained, “Teacher’s Origin is positioned as a premium and luxurious Scotch brand from Beam Global. The point of consumption campaigns focuses on bringing the concept of handmade back into fashion by talking about the key attributes of the brand – use of authentic and traditional methods of blending and, importantly, double maturation in 19th century styled Quarter casks.”
Kumar further said, “Teacher’s as a brand has been built on a brand talkability of ‘An Expression of Genuine Achievement’. Celebration of achievement at the highest level is a platform owned and invested in by Teacher’s for many years with the Teacher’s Achievement Awards. The Teacher’s Origin platform, ‘Experience the Beginning’, uplifts celebration of achievement to a grander level.”
“Teacher’s Origin is a great example of listening to your consumer, analysing market trends impacting lifestyle and creating a blend that can lift the game further for Teacher’s. Our master blender in Scotland has made us proud with the Teacher’s Origin blend. We are certain that the super premium packaging will complement and will be appreciated by consumers as we come close to the festive and gifting season in India. The point of sale communication development had a single minded objective – bring alive the authenticity and authority of a truly great blend from Teacher’s and build an aspiring red carpet introduction to the whisky of the good old days,” Kumar added.
Speaking on the brief, Kumar said, “The brief we gave to Publicis was that Teacher’s Origin celebrates William Teacher’s skills as a fine blender of Scotch whisky. The brand contains 65 per cent malt, which is more than all standard Scotch blends, and is matured in 19th century styled Quarter Casks, which impart up to 30 per cent more maturation. Also, the heart of Origin is Ardmore Malt Whisky, which imparts a more traditional peat smoke flavour and rich robustness. We wanted these attributes to be creatively interpreted by Publicis in the campaign that could connect with the audience.”
Hemant Misra, President and COO, Publicis India, said, “The campaign describes Teacher’s as a brand that has been built on a brand talkability of ‘An Expression of Genuine Achievement’. Celebration of achievement at the highest level is a platform owned and invested in by Teacher’s for many years. Teacher’s Origin is expected to take this philosophy a step further. We leveraged the Teacher’s philosophy of Genuine Achievement and created the appeal around the time. ‘Experience the Beginning’ is the plank we have crafted for Origin, which will ensure that Teacher’s Origin becomes the most sought after premium scotch brand in India.”
He added, “We had to highlight the traditional processes of Teacher’s Origin and connect it with a statement seeking audience. The message was to bring alive the finer aspects of Teacher’s blend, like the use of authentic and traditional methods and importance of Quarter Casks.”