Aditya Infotech, the parent company of CP PLUS, has launched a new television commercial in collaboration with Punjab Kings, strengthening its ongoing association as the team’s title sponsor. The campaign uses cricket-led storytelling to highlight the role of smart security solutions, aligning the brand’s technology positioning with the high-performance energy of sport.
The TVC is designed to merge the intensity and mass appeal of cricket with the precision and reliability of next-generation surveillance systems. By leveraging the popularity of the sport, the campaign seeks to communicate CP PLUS’ core values of trust, vigilance and performance at scale. The creative approach places sport at the centre of the narrative, using it as a vehicle to demonstrate how smart security integrates seamlessly into everyday environments.
The campaign was unveiled at a curated meet-and-greet event in New Delhi, which functioned as an immersive brand experience rather than a conventional launch. The event brought together Punjab Kings players, company leadership, partners, media representatives and underprivileged children. Informal play sessions and interactive activities were integrated into the experience, reflecting a community-first approach and reinforcing the brand’s intent to build purpose-driven engagement alongside product communication.
This blend of experiential marketing and mass media storytelling forms a key part of CP PLUS’ broader integrated marketing strategy. By combining on-ground activations with high-visibility partnerships and broadcast content, the brand aims to deepen consumer engagement while enhancing recall across diverse audience segments.
Aditya Khemka, managing director, CP PLUS, said: "Our association with Punjab Kings is a strategic step towards building deeper cultural and community connections beyond our core business. At CP PLUS, we believe true leadership lies not just in technological innovation, but in creating meaningful impact. This TVC and the larger campaign reflect our vision of engaging audiences through powerful storytelling, while reinforcing our commitment to a safer and smarter India."
The campaign underscores a continued focus on leveraging cricket as a cultural platform to amplify brand messaging. By aligning with a popular IPL franchise, CP PLUS gains access to a broad and engaged audience base, enabling it to position its surveillance solutions within a relatable and emotionally resonant context.
Through this initiative, Aditya Infotech extends its marketing framework beyond product-led communication, integrating partnerships, storytelling and experiential touchpoints. The approach reflects a shift towards holistic brand building, where visibility, engagement and purpose are combined to create sustained consumer connections.
