Times Prime, Times Internet’s super lifestyle app, Friday announced the launch of its quirky new brand campaign ‘No Times Prime is a Crime,’ which is aimed at digital natives and educates them on the benefits of having one Super app that solves all of your subscription, benefits, and thus lifestyle woes.

The new brand film created by Times Prime and BBH India, starring veteran actor Saurabh Shukla, and upcoming star Mihir Ahuja, has been featured on Times Prime’s social media pages as well as Times Internet’s platforms.

The film includes a funny exchange between the two actors that highlights the absurdity of not having the app and paying for multiple apps. The digital campaign aims to increase users’ curiosity about whether they are on the Wanted List for committing the crime.

As per a press release, It creates a FOMO effect for all of its potential target audience by implying that not having Times Prime is 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,” Singh added.