Campaign: Upar Wala Sab Dekh Raha Hai
Brand: CP Plus
Company : CP Plus, a company of CP PLUS GmbH & Co. KG.
Agency: Dentsu Marcom
The Ad
A three-film campaign has been released depicting situations where the trouble makers get caught, thanks to CP Plus cameras. The first film deals with the topic of ragging in a college. The seniors ask their juniors to “form a Qutub Minar” (a pyramid) by climbing on top of each other. To the horror of the seniors, one of the juniors locates a CCTV camera on the wall and teases the seniors saying ‘Upar Wala Sab Dekh Raha Hai’ (you are being watched). The second film starts with a girl standing in front of a shop along with other customers. A man notices the girl and stops. He passes a few indirect remarks teasing the girl who looks uncomfortable. To the girl’s relief the shopkeeper points at a CCTV camera and asks the guy to look up, saying, ‘Upar Wala Sab Dekh Raha Hai’. The last film looks at the problems faced by working parents. The ad film starts on a maid who is shown playing with a baby. The maid then is seen holding a bowl of kheer (sweet rice) but instead of feeding the baby, she is gulping down the sweet dish. Suddenly she is startled to hear a woman voice saying, ‘Upar Wala Sab Dekh Raha Hai’.
Our Take
Caught in the act! This is exactly what the new campaign of CP Plus is all about. Otherwise a dull category, security products have always had their campaigns focusing on how secure our houses are from burglars. But CP Plus’ new campaign takes a break from the cliche and makes a rather boring product interesting with its smart tag line, ‘Upar Wala Sab Dekh Raha Hai’, which literally means ‘God is watching everything’. We Indians have a tendency to say this very often, especially when someone does something wrong. The logic is very simple: God is watching every sin you commit and you’ll pay for your wrongdoing eventually. The fact that the campaign picks up from this simple insight and uses it intelligently to showcase the power of surveillance cameras makes the concept click with audiences.
Also the three situations— whether it is about freshers being ragged in college or the eve teaser following a girl and the maid eating the baby’s food instead of feeding him—are based on real life experiences. In fact, many of us have gone through these situations at some point in our life. But now there is no need to fear as here comes CP Plus products as the knight in shining armour to rescue us from all kinds of tricky situations. The quirky campaign is a must-watch for all.
RATINGS: ***1/2
For Updates Check Company News; follow us on Facebook and Twitter