News Details

Date: 05/05/2015

 CP Plus has unveiled its latest 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. The television campaign has been created by Dentsu Marcom and is on air across channels during the ongoing IPL 2015 as well as news channels.

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 based on a maid is slated for release this week.

The first TVC, which is on ‘Ragging’, shows a group of seniors rag the juniors, asking them to form a ‘Qutub Minar’ by climbing on top of each other. One of the juniors finds a CCTV camera mounted on a pillar and teases the seniors, saying “Upar wala sab dekh raha hai”, indicating that all their acts are been seen and recorded up there.

 

 

The second film shows an eve teaser bothering a girl at a shop, when the shopkeeper points out at the CCTV camera and asks the guy to look up, saying “Upar wala sab dekh raha hai’, indicating that his actions are being watched by the one above.

 

The third film shows a maid looking after a baby while the mother has gone to her office. During meal time, the maid instead of feeding the baby, starts eating the kheer herself, when a woman on the TV screen points towards the CCTV on the ceiling and sternly warns the maid that “Upar wala sab dekh raha hai”.

 

Commenting on the campaign, Abhinav Kaushik, Vice-President, Dentsu Marcom, said, “As the world around becomes less safe and there is growing concern in individuals and institutions about protection, CP Plus builds on this topical insight about trust and security and marries it with a cultural truth to arrive at this very relevant creative expression of ‘Upar wala sab dekh raha hai’. This expression and messaging goes beyond the rational promise to create an emotional impact that touches the consumer in his personal, cultural and social context.”

Vishal Mittal, Senior Creative Director, Dentsu Marcom, added here, “Since we can remember, we have been scaring people, cautioning people, assuring people by saying ‘Upar wala sab dekh raha hai’. A CCTV camera captures everything that is happening. So this simple line, which all of us have used so many times, fits perfectly well for the CCTV’s premise too. It’s almost as if it was made for the CCTV cameras only.”

 

Yogesh Dutta, COO, CP Plus, 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.”

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