CP Plus, a surveillance and security systems and solutions provider, has launched its first TVC. The ad film has been conceptualised by Dentsu Marcom.
The film is set in a college corridor, where a group of seniors and juniors run into each other. A senior asks where they’re from to which one of the juniors says, “‘Delhi.” Recollecting that Qutub Minar is in Delhi, the seniors in an attempt to rag the freshers, ask them to ‘be’ the monument. The younger group attempts this by climbing on top of each other, tottering sideways, when the one on top spots a CCTV camera and points it out to the seniors. The ones ragging them run away to escape punishment. The film ends with a brand sign off and a voiceover saying, ‘Uparwala sab dekh raha hai’ (The one above, is watching everything).
Aditya Khemka, managing director, CP PLUSus India, said, “This ad, which is the first in a series is pegged to drive home the point that security is required everywhere -- whether home, office, public place or an educational institute. As the market leader in India, we are keen on reaching out to the masses with our extensive range of products to ensure security they can trust and rely upon at affordable price points. We want to reassure them that even an HD video camera can be bought within their budget!”
Client: CP Plus CCTV Camera
Creative agency: Dentsu Marcom
Managing director: Aditya Khemka
Campaign elements: TVC, Outdoor, Digital
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: Nikhil Rao
Directors Assistant: Shirish Daiya
Producer: Akshay Uchil and Mekala Krishnaswamy
Production house: Jamic Films
Post production studio: Splice studio