Times Prime, a lifestyle app, has introduced its inaugural AI-generated omnichannel campaign for its new slogan, “Mighty Membership.” The campaign, accessible to all Times Prime members, employs AI technology to portray the community as larger-than-life figures. Developed in collaboration with partner agency BBH India, this groundbreaking campaign marks the first instance of AI-generated images being utilized across billboards, social media platforms, and other channels.
All About the Times Prime New Membership!
Harshita Singh, Business Head of Times Prime, expressed, “Times Prime: The Mighty Membership, is a campaign that highlights the remarkable daily advantages that make our members’ lives truly powerful. Through a creative partnership with our esteemed agency BBH India and the talented art photographer Pankaj Arora, we have crafted a visually captivating campaign generated by AI that perfectly embodies the essence of ‘mighty’ in every interaction. Furthermore, we take pride in being the pioneering brand in India to employ AI in out-of-home advertising.”
The advertisement features a range of AI-generated graphics that highlight the many advantages of Times Prime membership. Members can indulge in a diverse range of experiences, including subscriptions and perks encompassing entertainment, lifestyle, news, movie premieres, gourmet dining, and networking events.
Pankaj Arora, an advertising photographer involved in the project, shared his experience, stating, “Harnessing the power of AI to create visually appealing content for the ‘Mighty Membership’ campaign has been both challenging and an absolute delight for me. With this effort, Times Prime continues to lead the way in providing its subscribers with extraordinary experiences.”
An omni-channel approach is used by the Mighty Membership project, which includes outdoor, social, and digital platforms as well as channels for engagement and growth. The campaign also introduces a comprehensive change in communication, shifting the tone and style of Times Prime’s messaging to a more targeted format, highlighting the exclusive benefits offered by its esteemed brand partners and the every day “mighty” experiences they facilitate.
Radhika Burman, Vice President, Head – Delhi, BBH, commented, “This campaign is a unique endeavor that leverages AI to generate visually captivating content, and we are thrilled to be creatively associated with it. Times Prime has long been a leader in innovative marketing strategies, and “Mighty Membership” will advance this position even further.”