CP Plus 'watches over' DND flyway

The OOH campaign, titled 'Uparwala Sab Dekh Raha Hai', aims to establish CP Plus as an integral security brand which connects with people wherever they go.

CP Plus, an advanced security & surveillance solutions company, has launched an OOH campaign titled 'Uparwala Sab Dekh Raha Hai'. The idea is an amplification of the brand's existing 360-degree campaign, conceptualised by Dentsu Marcom, running across television, print, packaging and radio.

The OOH campaign uses outdoor precincts with the brand highlighted in back-lit acrylic letters. To further enhance visibility, a cut and halo 3D effect has been given to the cameras. Executed across the DND (Delhi-Noida-Delhi) flyway, in collaboration with Times OOH (outdoor media company), the campaign will run for a duration of two months.

The objective of this campaign, says Yogesh B Dutta, COO, and official spokesperson, CP Plus, is to establish the product as the integral security brand which connects with people wherever they go. "The campaign not only drives the brand association & its optimum connect in all spheres of our life, but the core message also brings in the ting of affordability – that security is affordable and not just a domain of government & corporate," he adds.

The agency tasked with bringing in value-added innovation to enhance the brand and core message is the Delhi-based Admiles. It is a marketing, advertising and public relations agency that provides out-of-home advertising solutions.

Speaking about the agency association, Anupam Sah, senior marketing manager, CP Plus India, says, "It was a pleasure working with Admiles, the agency entrusted with planning and executing our campaign. The entire operations went on smoothly with only one hiccup in the shape of late permission from DND authority to carry out innovation. Especially noteworthy is the way Admiles took effort to showcase our product which resulted in creating a huge recall value for our brand."

CP Plus has been operational in India for the last seven years and has 45 offices across the country. It operates through 6500 partners in the retail space. The company is also planning to have an online footprint via e-commerce players like Flipkart and Snapdeal. It claims to be a market leader in the space and provides solutions to DLF Cyber City, banks (Canara and PNB), Google and Facebook's corporate offices, education institutions (Lovely University, Modern Schools in Delhi), among others.

Metros continue to be CP Plus' focus market in terms of pure numbers, but upcoming infrastructure projects in states like Chattisgarh, Orrisa, Telangana and North East are also making them fast growing markets. The company is currently working to improve its high-definition surveillance solutions and aims to increase focus on the home segment and grow it further.