Times Prime: Adding more to every moment for Digital Natives

The Scenario

Times Prime is India’s premium bundled subscription with benefit across categories such as dining, travel, shopping, wellness & entertainment for the digital natives.

With individual subscription prices set to increase, it is expected that by the year 2025, almost 400 million Indians will consume content  via aggregator bundles, as individual prices of subscriptions will increase. Similar trends are expected in online shopping, travel booking, fitness and services. Times Prime’s mission is to bring these digital natives who transact online into its fold and provide a platform for them to access all their entertainment and shopping requirements in one place.

The Problem

India is a value conscious market where Gen Z and millennials are constantly on the lookout for best ways to enrich  their experiences and benefits. Times Prime, a super app with a multitude of subscriptions of premium content, brands & experiences has been at the forefront of providing an enriched experience.

However, this popular app recently took up the task to reach out to an ever bigger audience via an ad film led campaign  which informs, resonates & engages with all digital natives.  The challenge here was that considering the wide array of benefits that it has to offer, it was a complex task to simplify it enough without reducing the importance of each subscription & benefit.  

The Objectives

• Create a brand positioning for Times Prime
• Bring out the brand offerings and commitment to providing wholesome experiences
• Connect with our target audience, create brand recall and inspire curiosity about the benefits
• Increase subscribers through awareness and an engaging campaign
  
  

The Idea

Craft an effective communication strategy that will convey how Times Prime elevates every moment in the user’s life. To do that, Times Prime came up with a simple yet powerful statement that beautifully sums up the brand’s purpose.

                                ‘More Every Moment’

Bringing the Idea to life.

Germination of a 360 degree advert and marketing campaign to represent the multi-dimensional offering of Times Prime

The Brand Film

The campaign started off with a brand film. It needed a star that was just as multi-faceted and could connect with the target audience.  Enter, Mithila Palkar as the brand ambassador. The film depicted how Times Prime makes one’s life easy with seamless access to multiple lifestyle experiences. It showcased Mithila dancing to a reprised version of a classic song, as she goes about her day using Times Primes’s features. Once the ad was rolled out, a press release was disseminated to the media to push awareness.

https://www.instagram.com/p/Ccsil7ppEks/

Social Media Burst

The brand collaborated with influencers on Twitter and Instagram to promote the ad. Influencers recreated the video by integrating the hook step from the ad and the CTA of the campaign. Mithila being the face of the brand urged followers to take the #MoreEveryMoment challenge by creating a reel and sharing it.

https://www.instagram.com/p/Cda4V6PAYxx/

The campaign was further amped through brand banters, interviews and consumer reviews on media platforms.

The Impact

• 15M+ impressions on Twitter
• 4.3M+ views on Twitter
• 157k+ Tweet engagement
• 12M+ views on Instagram
• 957k+ total engagement by influencer activity
• Audio trended for a week on Instagram with 20k+ usages
• Over 8k users landed on CLP through influencers on Instagram
• Earned PR worth over ₹20 lakhs
• 12M impressions and 255k click-throughs from FB and GDN ads
• 3.2M views on Facebook and GDN

The campaign saw an increase in brand trust and imagery scores across the board. More Every Moment campaign was able to break through the clutter to generate ground-breaking results for the brand, exceeding targets. It successfully targeted the digital native Indian consumer through influencer marketing on Instagram and Twitter. Overall, the campaign garnered over 25 million views.