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Beam Global Spirits & Wine unveils ‘Aspire’ campaign for Teacher’s Achievement Awards

01-October-2008
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Beam Global Spirits & Wine unveils ‘Aspire’ campaign for Teacher’s Achievement Awards

Beam Global Spirits & Wine, the fourth largest premium spirits company in the world, has unveiled its print campaign, ‘Aspire’, for the 8th edition of the Teacher’s Achievement Awards. A through-the-line initiative, the ‘Aspire’ print campaign will be supported by an extensive outdoor campaign. The Teacher’s Achievement Awards 2008 will be in Delhi on November 8.

The print campaign has been designed as a continuous effort to increase the scope and magnitude of the Teacher’s Achievement Awards. ‘Aspire’ reinforces the positioning of Teacher’s Achievement Awards, which is built on the core space of ‘Achievement’.

Speaking on the new print campaign, Harish Moolchandani, CEO & Managing Director, India & Indian Sub-continent, Beam Global Spirits & Wine Ltd, said, “Our new campaign endeavours to infuse souls with positive spirit, which will propel them towards achievement. The advertising campaign rekindles the dormant desire of an individual towards making his mark from amongst a billion.”

The thought of ‘Aspire’ is integrated in the communication, which connects with a larger set of audience to include the younger target groups. The objective this year is to revitalise the Awards and further enhance its larger than life image. The campaign emphasises on building an image that conveys quality and builds aspiration value for the brand.

Param Saikia, CEO, Publicis Modem/ Dialog, said, “This is a synchronised campaign, which shall complement the spirit of the Teacher’s Achievement Awards. The advertisements question readers on their intrinsic desire – which is to be seen as a winner. The campaign looks to engage readers from diverse backgrounds with each print advertisement focusing on the winner from a different walk of life. The ‘Aspire’ series of advertisements shall egg on people from all age groups to finish up as achievers in their chosen field.”

Moolchandani added, “The brief given to the ad agency was that the Teacher’s Achievement Awards have set a new benchmark in India and have been growing in salience and stature each year. The Awards honour excellence and recognise individuals for their achievement in fields of business, communication, entertainment, sports and lifetime achievement. Teacher’s Achievement Awards believes and stands for genuine achievement.

Each one of us has an inherent desire to achieve. The Teacher’s Achievement Awards applauds this desire and seeks to inspire each one of us with the belief – Aspire to Achieve. Based on the brief to bring this thought alive, ‘Aspire’ was conceptualised by Publicis India and the ad campaign beautifully captures every individual’s inherent aspiration to ‘Achieve’.”

Saikia said, “The creative brief given by the client was that Teacher’s Achievement Awards is a well established event that is in its 8th year of existence. The initial years were dedicated to silent achievers and then it became a transition to recognise confident achievers. Now, we want to take the spirit of achievement to be able to inspire and motivate each one of us to aim higher.”

“The basic message of the campaign is that the communication developed had to have strength of character, where the brand can keep egging its audience to assiduously work towards their goals despite all adversities and hardships. The campaign asks a simple question: ‘Will you stand aside and clap for achievement, or would you rather be a part of it?’ And this message is followed by Aspire,” added Saikia.

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