CP Plus’s TV campaign for its line of security and surveillance products, where the communication has gone beyond the usual product narrative and captures a key cultural insight to drive home the brand’s message, is catching the attention of TV viewers. The television campaign has been created by Dentsu Marcom and is on air across channels during the ongoing IPL 2015. The need for security and surveillance systems in India has moved from being a need to an urban necessity. The campaign objective for CP Plus was to maximise recall and create reassurance of the brand and its relevance to the consumers as well as key stakeholders.
The idea was to leverage the prevalent cultural contextualisation of security in India. Therefore, the approach was to appeal to the consumer in a manner that addressed his emotional need for security, which cued to the brand sign-off – ‘Upar wala sabh dekh raha hai’. The campaign comprises three films, of which two films on ragging and eve teasing have been released in the public domain. The third film is based on a maid.
Yogesh Dutta, COO, Aditya Infotech, which markets the CP Plus brand, remarked, “A constant concern for our security as well as that of loved ones is a concomitant result of urban living today. As the world’s most sought after name in the realm of video surveillance solutions, we wished to stress on the impactful nature of our security systems that can guarantee the safety and well-being of every civilian – whether at home, office or a public place. We are keen on highlighting the accessibility and affordability of our products, which bring security within the means of a common man. And what better way to seal the assurance of omnipresence that our superlative offerings present than the tagline – ‘Upar wala sab dekh raha hai.”