Beam Inc has launched a global campaign for its Teacher's Scotch whisky brand that includes lines from Rudyard Kipling's poem “If”.

The ad, which will run in all Teacher's global markets, launched on TV in India at the weekend, a Beam spokesperson told just-drinks today (7 February). It will run until July, the spokesperson added.

No financial details of the marketing spend have been released, the spokesperson confirmed.

Beam said: “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 commercial, which was shot in Thailand, shows a number of characters who, in the words of the Kipling poem “can meet with triumph and disaster, and treat those two impostors just the same”.

Beam is likely to be under new owners by the time the ad completes its run as Japanese group Suntory Holdings has agreed to acquire the Jim Beam producer for US$16bn, it was announced last month.