New Delhi, December 2022: Times Prime, the super lifestyle app from Times Internet, today announces the launch of its quirky new brand campaign ‘No Times Prime is a Crime’ targeted at digital natives making them aware of the benefits of having one Super app that solves all your subscription, benefits and hence lifestyle woes.

Featuring veteran actor Saurabh Shukla and upcoming star Mihir Ahuja, the new brand film created by Times Prime and BBH India has been featured on its social media pages and on Times Internet’s platforms. The film features a funny conversation between the two actors and highlights the absurdity of not having the app and paying for several different apps. The digital campaign aims to increase inquisitiveness amongst the users to check if they are on the Wanted List for committing the crime. It serves as a FOMO effect for all its potential target audience that if you don’t have Times Prime, It’s a Crime.

Harshita Singh, Business Head of Times Prime, said about the campaign’s genesis: “As a digital native, we use at least several apps and subscriptions and pay for various features that ease our daily lives. Our latest brand film ‘No Times Prime is a Crime’, featuring the veteran Saurabh Shukla and the talented Mihir Ahuja and is a fun take on the hassles of having multiple apps. The film is our endeavor to position Times Prime as a unique Super App that curates subscriptions and benefits besides elevating lifestyle with superior & exclusive access to global brands and experiences. At this point, we created this dramatic campaign for our audience that it would be criminal to not avail these benefits of Times Prime subscription.”

Ranadeep Dasgupta, Executive Creative Director, ( BBH India North) said “Positioning the membership as the only membership that you ever need – a single membership that you possibly need. From binge-watching to binge-eating! Doovers and makeovers! And if one still hasn’t taken this membership then it’s not just unforgivable, it’s criminal!”

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.

By Sujata