In a MediaBrief exclusive, Devish Gala, Director of Branding, Marketing, and Sales at Navneet Education, discusses the brand’s #Tr.ForTeachers campaign, highlighting its objectives, creative process, marketing strategy, media mix, and overall impact.
Reflecting on the evolution of Navneet Education’s #Tr.ForTeachers campaign since its launch three years ago, Devish Gala highlights its impact and growth, saying, “The inspiration behind #TrForTeachers was rooted in a simple yet powerful observation—many professions come with a title, whether it’s doctors (Dr.), captains (Capt.), or judges (Justice). Yet, the one profession that shapes all of these, teaching, doesn’t receive the same recognition. We felt it was essential to change that.”
He explains that teachers are the foundation of society, shaping the next generation with no expectation of titles or accolades. “With this campaign, we wanted to honor their selflessness and commitment by giving them the title of ‘Tr.’ as a mark of respect,” he shares.
Gala adds, “Over the past three years, the campaign has grown immensely. What started as a call to recognize teachers has evolved into a movement. We’ve seen teachers proudly adopt the ‘Tr.’ prefix, which has sparked conversations about the importance of honoring educators nationwide.”
Creative process for #Tr.ForTeachers
Sharing insights into the creative process of the campaign, Gala reveals, “The creative process for this year’s video revolved around capturing a simple, heartfelt moment. We wanted to show the connection between a teacher and a student’s family, highlighting how the teacher is the silent force behind a child’s growth.
He adds, “The idea of a parent visiting the school without being called upon and thanking a teacher not for complaints but for expressing gratitude was very intentional. It underscores the message that teachers deserve recognition for their tireless work.”
For Gala, the nameplate gift with the ‘Tr.’ prefix symbolizes the honor and respect every teacher should receive. “This year’s video aims to remind society of teachers’ vital role in shaping children’s lives and encourage everyone to give them the recognition they deserve,” he adds.
Navneet Education’s broader brand vision
Elaborating on how the #Tr.ForTeachers campaign corresponds with Navneet Education’s broader brand vision, Gala says, “At Navneet, our core vision has always been to support the education ecosystem—teachers, students, and schools alike. #TrForTeachers perfectly aligns with this mission. Teachers are one of the most essential pillars of education, and by advocating for their recognition, we are reinforcing our commitment to uplifting the entire education system.”
He also notes that Navneet has always believed in the power of education to transform lives. The #TrForTeachers campaign extends that belief by celebrating those who dedicate their lives to making education accessible and impactful.
Importance of the ‘Tr.’ recognition
According to Gala, “Advocating for a title like ‘Tr.’ is about more than just giving teachers a label—it’s about acknowledging their critical role in society. By introducing this title, we aim to elevate the teaching profession to the same respect as other prestigious roles. Teachers mold future doctors, engineers, leaders, and citizens, yet they often go unrecognized.”
“Giving teachers a title can help shift society’s perception of teaching from a job to a noble profession, demanding respect and admiration,” he adds. “This recognition can motivate teachers, encourage more young people to consider teaching as a career, and ultimately create a ripple effect of respect for educators nationwide.”
Navneet’s marketing strategy and media mix
“The marketing strategy was simple,” reveals Gala: “leverage the power of social media and shareability. The idea was to create an emotionally appealing digital video that would connect with teachers and parents so that it would become a shareable piece of content within the fraternity.
“We were sure that the thought of not just receiving complaints but, in turn, thanking teachers for what they do for our society would connect with the audience, and they would want to be the catalysts in spreading the emotion. We also sent out press releases, which helped us generate additional buzz around the campaign,” adds Gala.
Beyond the campaign
Gala asserts that to support teachers beyond just social media communication, “We already have a program where teachers can order their personalized Tr. kit. The kit comprises personal visiting cards and a nameplate, which helps us realize our concept. We do not charge anything from the teachers for these kits. More than 50,000 teachers have ordered and are living the title Tr. across the nation.”
“In the long run, we will make further efforts to ensure that more teachers, parents, and students know Tr. as their title and that it is used widely, like a doctor or a captain,” adds Gala.
Gala notes in closing, “I want to extend a heartfelt thank you to all the teachers out there. Your dedication, resilience, and passion for teaching drive the future forward. At Navneet, we are honored to recognize and celebrate your incredible work. Through #TrForTeachers, society will continue to value and appreciate your profound impact on every individual you teach. You truly deserve the highest respect.”
