The Times Black ICICI Bank Credit Card has launched a new brand film that brings to life the card’s origin, vision, and unique value in the premium financial space. Introduced at a grand launch event at the Gateway of India in December, the card is tailored for affluent and aspirational consumers seeking sophistication in both banking and lifestyle.
About the Film
Crafted as a visual narrative, the film communicates the powerful convergence of The Times of India Group’s legacyand ICICI Bank’s banking excellence. It emphasizes the card’s foundation of heritage, innovation, and exclusivity.
“The film subtly highlights the synergy between two iconic institutions, underscoring how Times Black is becoming a legacy in premium banking,” said Harshita Singh, Business Head, Times Black ICICI Bank Credit Card.
This elegant and informative piece aims to educate and inspire-articulating what the card is, what it offers, and what it means to own it. With a refined storytelling approach, it reinforces the brand’s aspirational value and core proposition.
Key Features Emphasized in the Film
- Curated lifestyle benefits
- Premium global access
- Heritage of trust and innovation
- Exclusive cardholder experiences
- Secure, seamless payment powered by Visa
Strategic Partnership Insight
Ramakrishnan Gopalan, Head – Products & Solutions, India & South Asia, Visa, shared:
“True luxury today is about creating meaningful moments that elevate the everyday. This co-created film captures that essence-highlighting convenience, curated experiences, and putting the consumer at the center.”
Visa, as the powering partner, ensures the card meets international standards of security, excellence, and reach.
Campaign Objective
The film isn’t just a brand expression-it’s a strategic communication tool. It serves to:
- Enhance brand positioning
- Create emotional resonance with premium users
- Differentiate Times Black in a competitive fintech space
- Reinforce the card as a symbol of lifestyle, legacy, and luxury
With this new campaign, Times Black ICICI Bank Credit Card redefines the premium credit experience—where trust meets technology, and banking becomes a gateway to richer, more personalized living.
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