BBH India releases ‘No Times Prime is a Crime’ brand campaign for lifestyle app Times Prime
BBH India has created this new campaign for Times Prime, the super lifestyle app from Times Internet. The ‘No Times Prime is a Crime’ campaign targets digital natives to drive awareness for its offering – a single membership that meets all your subscription needs and lifestyle woes.
Featuring veteran actor Saurabh Shukla and upcoming star Mihir Ahuja, the new brand film created by Times Prime and BBH India features a funny conversation between the two actors and highlights the absurdity of not having the app and paying for several different apps. The films have been features on Times Prime’s social media pages and on other Times Internet platforms. The campaign aims to drive curiosity and awareness for the app through a simple message for an otherwise complex offering.
Ranadeep Dasgupta, Executive Creative Director, BBH India North, said: “Positioning the membership as the only membership that you ever need – a single membership for your every need. From binge watching to binge eating! Do-overs and makeovers! And if one still hasn’t taken this membership then it’s not just unforgivable, it’s criminal!”
Parul Kaul, Brand Head, Times Prime, said: “Times Prime is one lifestyle App that everybody needs to have. If you don’t have it, it is a Crime! All Times Prime members relate with this emotion and we just translated this feeling on screen with our latest brand campaign No Times Prime is a Crime.The idea was to create buzz and curiosity with this dynamic duo on Screen- Mr Saurabh Shukla and Mihir Ahuja. The dramatisation of the idea and emotion cracks the funny bones of the audience and they seem to be enjoying it with over 2Mn views in just 48 hours! This campaign will drive inquisitiveness amongst the users to check if they are on the Wanted List of committing the crime.”
Being one of the most preferred lifestyle super-apps, Times Prime, offers an extensive range of benefits on a single platform, from shopping to entertainment and lifestyle, brands like Starbucks, Myntra, Uber, Disney+ Hotstar, SonyLIV, Google One, and many more and even after all these benefits if you don’t have a membership its a crime.
The first film in the series has just been launched and has been viewed more than 4.2 mn times.
Credits
Celebrities: Saurabh Shukla and Mihir Ahuja
Client Team
Head of Brand, Times Prime: Parul Kaul
Brand Manager: Shobhit Choudhury
Brand Manager: Stephan Bayley
Marketing Manager: Saraansh Chopra
Agency: BBH India
ECD: Ranadeep Dasgupta
Sr. CD: Gour Mukherjee
CD: Anshuman Chatterjee
Copy Supervisor: Shivam Singh
Senior Art Director: Ajay Rohilla
ACD: Abhi Sengupta
Copywriter: Shubham Malik
VP, Head Delhi: Radhika Burman
Brand Services Partner: Niharika Joshi
Brand Services Director: Isha Soni
Brand Services Associate: Shweta Kapoor
Production House: ILN Studios
Producer: Ayush Guha
Production Head : Vinod Kumar
Director: Zain Anwar
DOP: Nishant Verma
