CP Plus kicks off its latest TV campaign for its line of security and surveillance products. 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 IPL 2015 & news channels. The campaign objective for CP Plus was to maximise the recall and create reassurance of the brand and its relevance, both to the consumers as well as key stakeholders.
The idea was to leverage the prevalent cultural contextualisation of security in India. This was a unique space where CP Plus could build a strong connect - the promise of TRUST and security in the moment of insecurity.
Therefore, the approach was to appeal to the consumer in a manner that addressed his emotional need for SECURITY. This cued to the brand sign-off “Uparwala Sabh Dekh Raha Hai”, a common colloquial phrase that interestingly captures the cultural truth of how consumers seek the ultimate source who is above all of us, one who shields us, and immunes us from anything bad and the product truth
which is completely rooted in protecting people and at large the society from any scope of mishappenings.
To communicate the idea ‘Upar Wala Sab Dekh Raha Hai’ for CP Plus, a three-film campaign has been rolled out. The series kicks off with the first TVC which is on ‘Ragging’ wherein a group of seniors rag the juniors, asking them to form a Qutub Minar by climbing on top of each other. While one of the junior finds a CCTV camera on the wall thereby teasing the seniors saying “Upar Wala Sab Dekh Raha Hai” indicating that all their acts are been seen and recorded up there.
The 2nd film is of an eve teaser fooling around in the market. We see a girl in one of the road side shops, standing with other customers. Then, a regular guy who is passing by notices the girl and stops. He passes a few indirect remarks in order to tease her and the girl looks visibly uncomfortable. The shopkeeper then points out at the CCTV camera and asks the guy to look up saying, ‘Upar Wala Sab Dekh Raha Hai’ indicating that the one above is watching everything.
The 3rd film is about the maid, wherein in a house we see the maid and a baby. The maid is supposed to feed the baby with a bowl of kheer. Instead she takes a spoon of kheer towards the baby’s mouth but puts it into her own mouth. Then, we hear another women saying, ’Upar Wala Sab Dekh Raha Hai’ on the television screen, pointing at the CCTV camera depicting that all her acts are being observed by the one above.
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.”
“Since we can remember, we have been scaring people, cautioning people, assuring people by saying ‘Upar Wala Sab Dekh Raha Hai’. A CCTV Camera, we all know, 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. Almost as if it was made for the CCTV Cameras only.So here we are with an idea as simple as “Upar waala sab dekh raha hai,” commented Vishal Mittal, Sr. Creative Director, Dentsu Marcom
“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 wellbeing of every civilian- whether at home, office or a public place. We are keen on highlighting the accessibility and affordability of our products which brings 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,” said Yogesh Dutta, COO, CP PLUS.
You can watch the ads here
Campaign elements: TVC, Outdoor, Digital
Client: CP Plus CCTV Camera
Creative Agency: Dentsu Marcom
National Creative Director: Titus Upputuru
Creative team: Vishal Mittal, Vivek Verma, Jitendra Kaushik, Brijesh Bharadwaj, Shaonli Nath, Anjali Srivastava, Farhan Khan.
Branch Head: Harjot Narang
Account Management: Abhinav Kaushik, Sunil Singh, Karun Arora, Tanya rai
Planning team: Anand Murty, A Sai Karthik
Client team: Yogesh Dutta, Anupam Sah
Films: Dawa Tsering Lama, Suprotim Day
Director (of the film): Nikhil Rao
Directors Assistant: Shirish Daiya
Producer: Akshay Uchil & Mekala Krishnaswamy
Production House: Jamic Films
Post production studio: Splice studio