Times Card rides on Mumbai Metro

By Aditi Srivastava , afaqs!, New Delhi | In OOH News
Last updated : September 24, 2015
The card offers 25 per cent discount on movies booked via the card, as well as over 20 per cent discount across 1000 dining outlets.

Times Card - a co-branded offering from Times Internet and HDFC Bank - in association with Times OOH has wrapped up the Mumbai Metro in its own colours along the Andheri-Ghatkopar metro line, supported by multiple voice messages about the brand attributes and offers. Its other outdoor communication includes a train wrap, billboards, bus shelters, metro screens and metro station panels across Mumbai.

Times Card launched a campaign called 'Do More of What You Love' earlier this month which will go on till October. The creative idea behind the activation is to remind audiences about the great savings on entertainment that they can avail through the card, thereby allowing them to do more of what they love. The objective of the campaign is to reach out and engage with Times Card customers and orient new customers to the card offerings and the value extended in the entertainment space including movies, dining, shopping and stays. The campaign aims to target young professionals in the age group of 25-34 years. Times Card's consumers belong to the urban landscape and, hence, the card showcases offers that they aspire for.

Mumbai, Delhi, Chennai, Pune, Bengaluru, Kolkata, Hyderabad, Ahmedabad and Chandigarh are the nine key markets for Times Card, which is available in two variants- Platinum and Titanium. The Platinum card comes at a subscription fee of Rs. 1000, while the Titanium card can be availed of by paying a subscription fee of Rs. 500. The Platinum card offers big discount benefits across shopping and dining in addition to lounge benefits for frequent flyers across seven cities.

Archana Vohra

Parag Rao

Archana Vohra, vice president and business head, Times Internet, notes that the campaign has been derived from customer feedback that, while they enjoy all the fun things like eating out, movies and shopping, they often end up over-spending on these.

"Times Card is a Young Turk card that offers great dining and movie deals. It's aimed at giving discerning customers a bang for their buck by allowing them to do more or spend more on what they love without feeling guilty. The card is built around entertainment privileges in the city and aims at making a whole lot of places in the city accessible via best-in-class deals," Vohra adds.

Commenting about the campaign, Parag Rao, business head, card payment products, merchant acquiring and marketing, HDFC Bank, says, "At HDFC Bank, enhancing customer experience is at the core of all our products, services, initiatives and partnerships. Times Card is a result of the bank's partnership with The Times Group and is targetted at meeting the changing needs and desires of the urban youth customer segment. They can use this card to make purchases while availing great value in the form of discounts and rewards. This campaign revalidates the proposition effectively."

First Published : September 24, 2015
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