MUMBAI, INDIA — Publishing company Navneet Education has a 60-year legacy of educating millions of children and is a pioneer in the education field. To celebrate Teachers’ Day this year, the company launched #TrForTeachers, a campaign to honor teachers with the title of Tr. before their names.
The campaign, conceived and executed by creative agency FCB Interface, has been aired on several platforms like YouTube, Facebook, Instagram, Twitter, and LinkedIn.
The campaign revolves around a social experiment where people are asked to name the most and least important persons among a panel of four professionals by looking at their names. Three of the names have titles of Dr., Capt., and Justice and are hence deemed more important than the fourth one, an elderly lady with no title to her name.
It’s then revealed that she’s a teacher. And not just any teacher. But the one who taught the Captain, the Judge, and the Doctor. And once the respondents discover this, they have a very different opinion. The film then urges viewers to join Navneet to help recognize and honor teachers with the title of Tr., as teaching is the one profession that makes all professions.
Talking about the campaign, Devish Gala, head of branding at Navneet Education Ltd., 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 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 get the recognition like other professions. #TrForTeachers is our way of paying an ode to the spirit of teachers 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.”
FCB Interface National Creative Director Rakesh Menon added, “Teaching is a profession that makes all other professions possible. And yet, it is perhaps the most undervalued profession of all. Honoring teachers with a title of Tr. is a small but powerful way to change the way we look at them.”
CREDITS:
Client: Navneet Education Ltd.
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
