Times Prime, the lifestyle super app from Times Internet, has introduced its latest brand campaign titled ‘No Times Prime is a Crime’. This quirky campaign is aimed at digital natives, emphasizing the advantages of having a single super app that consolidates subscriptions, benefits, and addresses lifestyle needs.
Featuring Veteran Actor and Rising Star
The brand film, crafted by Times Prime in collaboration with BBH India, stars veteran actor Saurabh Shukla alongside emerging talent Mihir Ahuja. The film, showcased on social media platforms and Times Internet’s channels, revolves around a humorous exchange between the two actors, highlighting the inconvenience of managing multiple apps and subscriptions. The campaign aims to spark curiosity among users, prompting them to assess whether they are inadvertently committing the ‘crime’ of not having Times Prime. It effectively creates a Fear of Missing Out (FOMO) effect among its target audience, emphasizing that not having Times Prime is akin to missing out on essential benefits.
Business Head’s Insights
Harshita Singh, Business Head of Times Prime, elaborated on the campaign’s rationale, stating, “In today’s digital age, individuals rely on numerous apps and subscriptions to streamline their daily lives. Our latest brand film, ‘No Times Prime is a Crime’, featuring Saurabh Shukla and Mihir Ahuja, humorously addresses the challenges of managing multiple apps. The film underscores Times Prime’s role as a comprehensive Super App that not only offers curated subscriptions and benefits but also enhances lifestyle by providing exclusive access to global brands and experiences. Through this campaign, we aim to convey to our audience that not availing Times Prime benefits would be akin to committing a ‘crime’.”
Creative Director’s Perspective
Ranadeep Dasgupta, Executive Creative Director at BBH India North, shed light on the campaign’s creative approach, remarking, “The campaign positions Times Prime membership as the ultimate solution for various lifestyle needs. From binge-watching to indulging in culinary delights, Times Prime offers an all-encompassing membership. Not embracing this membership isn’t just regrettable—it’s deemed ‘criminal’!”
Extensive Benefits on a Single Platform
As one of the leading lifestyle super-apps, Times Prime provides a wide array of benefits under one roof, spanning shopping, entertainment, and lifestyle. With partnerships with renowned brands such as Starbucks, Myntra, Uber, Disney+ Hotstar, SonyLIV, and Google One, Times Prime ensures that users have access to exclusive perks and experiences. In light of these extensive benefits, not having a Times Prime membership is portrayed as a ‘crime’ against convenience and value.
