Campaign India Team
May 05, 2015

‘Uparwala’ CP Plus zooms in on an eve teaser

Watch the ad film conceptualised by Dentsu Marcom here

CP Plus, surveillance and security systems and solutions provider, has rolled out a second TVC, titled ‘pervert’. The ad film has been conceptualised by Dentsu Marcom. 
The ad opens at a road side stall where we see a young woman making enquiries about a product that catches her eye. A young man stops by an makes indirect comments directed at her.  The girl  ignores him and the shopkeeper tries to thwart the young man’s behaviour. This has no effect as he tries to brush against her pretending to be enquiring about a camera. At this juncture, the shop keeper draws his attention to CP Plus’ CCTV camera mounted above with a warning that ‘Uparwala sab dekh raha hai’. Scared, the young man quickly apologises to the girl saying ‘Sorry, sister’, the ‘sister’ being prompted by the young lady.
Yogesh Dutta, COO, CP Plus, said, “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 – Uparwala sab dekh raha hai.”
Abhinav Kaushik, vice president, Dentsu Marcom, said, “CP Plus is aimed at reaching the masses, defying the convention that video surveillance is a prerogative of the society. It endeavours to deliver on its value proposition of world-class performance at reasonable cost. The brand aspires to make its cutting edge and aesthetic products accessible to every customer, at home, at public places or office further reinforcing its supremacy in the realm of advanced security solutions in the Indian consumer mind space. 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 – Uparwala 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, “Since we can remember, we have been scaring people, cautioning people, assuring people by saying ‘Uparwala 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 exclusively for the CCTV cameras. So here we are with an idea as simple as ‘Uparwala sab dekh raha hai.’
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: Nikhil Rao
Directors assistant: Shirish Daiya
Producer: Akshay Uchil and Mekala Krishnaswamy
Production house: Jamic Films
DOP: Rubyz
Post production studio: Splice studio
Campaign India

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