Bigg Boss and CP Plus are mutually benefiting each other with help from Salman Khan, of course

Though the electronic security players have not been traditionally spending big on advertising and marketing but that strategy has is no longer the norm now

by Ruhail Amin
Published - Sep 29, 2017 8:55 AM Updated: Sep 29, 2017 8:55 AM

Over the years, India has emerged as one of the most promising markets for electronic security systems. The video surveillance market in India has increased tremendously in recent years on account of rising security concerns. Moreover, the growth of India’s video surveillance market is also driven by increasing infrastructure spending and also with the rise of the smart cities concept.
Though electronic security players have not traditionally been big spenders on advertising and marketing, that strategy is no longer the norm now.
CP Plus, the homegrown brand of CCTV cameras, has set a new precedent for the category. The brand has over the years associated with one of the most popular shows on TV- Bigg Boss to grow its market share. The trick has worked in its favour. Now CP Plus commands 35% market share in the video surveillance market in India and is present in over 60 countries.
Speaking about the association with Bigg Boss and how this association will help the growth of the video surveillance market in India, Yogesh B Dutta, COO, CP Plus, says, “CP Plus is excited to be an integral part of the Bigg Boss house by intelligently securing the show this time. This is our third consecutive year of participation with the reality show. We strongly believe that this association will not only add to the excitement of the viewers and inmates of house, but will also go a long way in intelligently highlighting the importance of security across all walks of life and help this category grow.”
It must be mentioned that the video surveillance market in India is expected to reach US$ 2.4 billion by 2020. Currently, though analog-based surveillance systems have accounted for majority of the share (68%) in the overall market, yet IP-based surveillance systems are expected to increase in the next five years due to increasing IP infrastructure, declining prices and demand for remote access. According to ‘India CCTV Camera Market Outlook, 2021,’ the India CCTV Camera market is expected to grow with a CAGR of about 27.16% in the period from 2016 to 2021.
Explaining the next level of growth for the category and the new brand campaign with Salman Khan, Dutta adds, “I think Bigg Boss and CP Plus are made for each other. Our association with Bigg Boss has been going on for two years and the category now has evolved to a different level. Now we want to communicate that CCTV is not just about capturing data but also about taking action. Trying to make a serious category like CCTV easily relatable to the audience is not without its set of challenges. Our new campaign by Ogilvy, which features Salman Khan, will highlight that aspect of our brand in a vivid manner.”

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