CP Plus puts Ranveer Singh at the centre of AI security push

CP Plus has put Bollywood star Ranveer Singh at the centre of a new campaign film that recasts its security cameras as AI-powered protection rather than simple recording devices. The film carries forward the brand’s familiar line, “Upar Wala Sab Dekh Raha Hai,” but changes what the line now promises.

01 · What the film changes

The new work shifts the pitch from conventional surveillance to intelligent monitoring. Rather than leading with hardware, the film talks up AI analytics, instant alerts, data security and connected monitoring for homes as well as businesses.

Aditya Khemka, managing director at CP Plus, describes the brief as a move “from passive watching to active, intelligent protection.” His stated aim is to make smart surveillance relatable, accessible and essential for every Indian household and business.

02 · Why this brief matters

Security marketing has often been led by specifications: camera count, storage, resolution, night vision. CP Plus is trying to change the purchase trigger from fear of missing an incident to confidence that something intelligent is watching and acting.

That is a brand strategy decision, not only an advertising choice. The tagline stays, but the proof under it changes. CMOs can use the same move when a product evolves: preserve recognition and shift the story that recognition carries.

For an Indian CMO, this is also a useful case of entering a technology transition without alienating existing customers. CP Plus is not telling current camera owners they bought the wrong product; it is telling them the next product is smarter.

• A familiar face makes a technical advance feel like an accessible upgrade.
• A retained tagline keeps existing brand equity while the meaning is updated.
• The campaign has to be matched by a buying journey that explains AI benefits at the point of sale.

03 · The Singh effect

Ranveer Singh gives the category a burst of energy and wide urban recall. Khemka says the actor’s energy “perfectly mirrors our own drive for innovation.” The campaign will be promoted across CP Plus’s communication platforms in India.

The creative risk is that a celebrity can outshine the product story. The opportunity is that Singh makes intelligent surveillance feel normal, even desirable, before a potential buyer has read a single specification. CP Plus tries to manage that risk by anchoring the star inside a line that already has cultural recognition.

04 · What to watch

For brand leaders, the learning is not just about casting. It is about keeping the brand line while upgrading the promise. If the retail and digital journeys can explain real-time alerts and data security simply, the campaign will do more than build awareness.

Consistency will be the real measure. The film makes the promise; product pages, dealer conversations and after-sales service have to make the same promise feel true.

The marketing take: When your product changes category, don’t start from scratch — keep the line and let a familiar face carry the new proof.

Source: ETBrandEquity.com

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.