Bollywood star Ranveer Singh is the new CP Plus ambassador, fronting a campaign that positions the Noida-based surveillance brand as the face of “Made-in-India” security technology. The deal was announced this week, and CP Plus says Singh will anchor a multi-platform push built around national pride and local manufacturing.
Key Takeaways
- Ranveer Singh has signed on as the new CP Plus ambassador for a campaign centred on indigenous security technology.
- CP Plus is India’s largest video surveillance brand by volume, competing with Hikvision, Dahua and Godrej Security Solutions.
- The campaign leans heavily on “Made in India” messaging, which invites a closer look at how much of CP Plus’s hardware is genuinely built here.
- Consumers should separate marketing language from procurement reality before paying a premium for “indigenous” tech.
Why Did CP Plus Pick Ranveer Singh as Its New Face?
CP Plus isn’t a household name the way a phone or a soft drink brand is, even though its cameras sit above half the shop counters and apartment gates in urban India. That’s precisely the problem the company is trying to solve. A category this invisible needs a face loud enough to make people stop scrolling, and Ranveer Singh’s energetic, slightly over-the-top screen persona fits a brand trying to make “surveillance” feel aspirational rather than clinical.
The company’s statement around the CP Plus ambassador deal talks about “trust,” “vigilance,” and “Atmanirbhar Bharat” values. Fine words. But words are cheap in Indian advertising right now — festive season alone has flooded timelines with celebrity tie-ups chasing the same emotional shortcuts.
What Exactly Has CP Plus Announced?
Here’s the part that’s actually verifiable. CP Plus confirmed Ranveer Singh will appear across television commercials, digital films, in-store branding and possibly outdoor hoardings tied to its camera, video doorbell and smart-home lineup. The brand has not disclosed the commercial value of the deal, which is standard practice in Indian celebrity endorsements, but industry watchers peg such multi-year surveillance-sector tie-ups in the crore range annually.
What CP Plus has repeatedly stressed, in press materials and on its own site, is the “designed and assembled in India” tag on its product range. That’s the claim worth testing, because it’s doing most of the emotional heavy lifting in this campaign.
The Campaign at a Glance
| Detail | What CP Plus Says |
| Ambassador | Ranveer Singh |
| Core theme | Made-in-India security technology |
| Product focus | CCTV cameras, video door phones, smart home devices |
| Manufacturing claim | Assembled/manufactured at Indian facilities (Haryana, Rajasthan units cited by the company) |
| Market position | India’s largest surveillance brand by unit volume, per company and industry estimates |
Who Is CP Plus, Really?
CP Plus is owned by Aditya Infotech, a company that built its scale by importing and assembling surveillance hardware for the Indian market, then layering on local sales and service. Over the past few years, as central government policy pushed hard on domestic electronics manufacturing, CP Plus has invested in assembly lines in Sonipat and other locations and started talking up its “Make in India” credentials louder than almost anyone else in the category.
Is the Made-in-India Claim Backed by Real Supply-Chain Proof?
This is where the earnest marketing starts needing receipts. “Designed and assembled in India” is a very different sentence from “manufactured in India.” Assembly can mean importing printed circuit boards, image sensors, lenses and chipsets — most of which still come overwhelmingly from China and Taiwan — and screwing them into a locally made casing. That’s not dishonest, but it’s also not the self-reliant manufacturing story the campaign imagery wants you to picture.
CP Plus doesn’t publish a public bill-of-materials breakdown showing what percentage of a camera’s cost originates domestically versus imported. Neither do most of its competitors, to be fair. The government’s own Make in India framework defines local value addition thresholds for procurement preference, and electronics PLI-scheme beneficiaries do report compliance data to the ministry — but that data isn’t the same as a consumer-facing disclosure, and CP Plus’s marketing doesn’t point shoppers toward it either.
So when the CP Plus ambassador campaign leans on phrases like “sutra se suraksha tak, sab Bharat ka” in spirit, the honest question is: how much of the camera’s actual value — components, chips, sensors — is genuinely Indian-made, versus Indian-assembled from imported parts? CP Plus has not answered that with numbers, and that gap matters more than any celebrity face.
How Does This Compare to Rivals’ Claims?
- Hikvision and Dahua: Chinese-origin brands that have faced government scrutiny and procurement restrictions in India over security concerns, giving CP Plus a genuine competitive opening on the “trust” angle.
- Godrej Security Solutions: An older Indian legacy name with deeper manufacturing roots, though smaller scale in the camera segment specifically.
- CP Plus: Largest volume player, newest and loudest on the nationalist-marketing front, least transparent on component-level sourcing disclosures.
That comparison is the one original wrinkle worth sitting with: CP Plus’s “Made in India” push works commercially precisely because its most threatening rivals are Chinese brands under a cloud. The patriotism angle isn’t wrong, but it’s also doing double duty as a convenient distraction from questions about CP Plus’s own component sourcing.
What Should Buyers Actually Check Before Trusting the Label?
If you’re buying a CCTV system this festive season because a trusted actor told you it’s “apna,” here’s what’s worth doing instead of taking the ad at face value.
- Check the product’s BIS (Bureau of Indian Standards) certification and country-of-origin labelling on the box, not just the brand’s tagline.
- Ask the retailer or CP Plus support directly what percentage of the unit is assembled versus imported — a fair, answerable question for any brand making this claim.
- Compare warranty and after-sales service, which is where an Indian assembly base genuinely does help, regardless of where the chipset came from.
- Read the data-privacy terms, since a camera recording your home is a bigger trust decision than its marketing campaign.
FAQ
Who is the new CP Plus ambassador?
Ranveer Singh is the newly announced CP Plus ambassador, fronting the brand’s campaign around Made-in-India security and surveillance technology.
Is CP Plus an Indian company?
CP Plus is owned by Aditya Infotech, an Indian company headquartered near Delhi-NCR, which assembles a large share of its surveillance hardware at domestic facilities while sourcing many core components internationally — a pattern common across the electronics industry.
Are CP Plus cameras fully manufactured in India?
CP Plus describes its products as “designed and assembled” in India. The company has not publicly disclosed what portion of component-level value, such as chipsets and sensors, is domestically sourced versus imported.
Why did CP Plus choose a Bollywood actor for this campaign?
Security cameras are a low-visibility, low-emotion product category. A high-energy star like Ranveer Singh helps CP Plus build brand recall and trust in a market still dominated by unbranded or Chinese-origin alternatives.
Does CP Plus compete with Hikvision and Dahua in India?
Yes. CP Plus is one of the largest beneficiaries of government caution around Chinese surveillance brands, and this campaign leans directly into that trust gap.
The Ranveer Singh tie-up will almost certainly move the needle on brand recall for CP Plus this festive season. But a celebrity face and a patriotic tagline aren’t proof of a supply chain — that still needs numbers CP Plus hasn’t shared. Buyers who care about the “Made in India” promise should ask for those numbers before they ask for the ad.