Times Prime Rolls Out AI Driven Omni-channel Campaign
Times Prime has rolled out its first-ever AI-generated omni-channel campaign to highlight its new tagline, "Mighty Membership." The campaign, created in collaboration with partner agency BBH India, is available to all Times Prime subscribers and leverages AI to showcase the community as larger-than-life individuals, symbolising the 'mighty' empowerment that comes with membership. For the first time, AI-created images are being used on billboards, social media, and other platforms.
Commenting on the unique, “The Mighty Membership, a campaign that showcases the incredible daily benefits that make members' lives truly mighty. Through a creative collaboration with our partner agency BBH India and the talented art photographer Pankaj Arora, we've created a visually captivating AI-generated campaign that perfectly embodies the essence of 'mighty' in every interaction. What's more, we're proud to be the pioneering brand in India to employ AI in out-of-home advertising.”
The campaign includes several AI-generated visuals that exhibit the several benefits of Times Prime membership. Members have access to a variety of experiences, including subscriptions and rewards in the areas of entertainment, leisure, news, movie premieres, gourmet dining, and networking events.
On his experience working on the unique campaign, Pankaj Arora, Advertising Photographer, stated, “Harnessing the power of AI to create appealing visual content for ‘Mighty Membership’ campaign has been challenging as well as an absolute delight for me. Times Prime has always been at the forefront of offering its members exceptional experiences, and this will add another feather to its cap.”
The Mighty Membership initiative incorporates an omnichannel strategy, covering engagement, growth, outdoor, social, and digital platforms. The campaign will also include a master communication makeover, which will modify the tone and style of Times Prime's messaging to a more targeted approach, emphasising the special benefits offered by its top brand partners and everyday "mighty" experiences they enable.
“This campaign is the first-of-its-kind that leverages AI to generate visually appealing content, and we are thrilled to be creatively associated with it. Times Prime has always pioneered groundbreaking marketing campaigns, and ‘Mighty Membership’ will just take that a notch higher,” commented Radhika Burman, Vice President, Head - Delhi, BBH.
