Primebook announced the launch of its empowering new campaign #BeYourPrime, a movement that champions self-belief and individuality among India’s youth. As part of this film, the brand also unveiled its Gen 2 Laptop Series, designed to deliver enhanced performance and accessibility, further strengthening Primebook’s mission to make technology more accessible and aspirational for the next generation.
Built on the ethos of innovation and impact, the campaign positions Primebook as the natural choice for Gen Z learners, creators, coders and young professionals.
The campaign represents the Darwinian evolution of technology across generations, highlighting how Millennials and Boomers would grind through limitations while today’s Gen Z demands uncompromised speed, functionality, and style. The film highlights that the Gen 2 laptops are designed to keep pace with this generation’s need for instant productivity and entertainment with zero hiccups.
“Unlike legacy laptop brands, constrained by their stature, Primebook 2 was born out of the Gen Z mindset - confident, fast, and unapologetically bold,” said Aman Verma, Co-Founder and CMO, Primebook. “#BeYourPrime is not just a campaign, but a movement that reflects how our products empower Gen Z to thrive in their own rhythm,” He added.
The brand film opens with a tongue-in-cheek Darwinian narrative, tracing the struggles of previous generations with technology, before flipping the script to showcase today’s young achievers, seamlessly navigating life with Primebook 2 laptops. Through vibrant visuals, split-screen storytelling, and Gen Z-coded phrases like ‘Laptop with Mad Functionality. No Cap,’ the film mirrors the pace, personality, and cultural codes of Gen Z.
Primebook has placed the consumers at the center of the campaign, adding to the authenticity and relatability of the film. Social media, e-commerce, Google Display, and influencer integrations are all being utilised for amplification of the campaign ad film. The brand has also partnered with Under25, engaging 24+ student ambassadors across 14 campuses to take the products right into campus life.
The ad film has been co-created by the Primebook in-house creative team, their project agency Indiefolio Network and production partners, AD 1023. Speaking about the campaign, Tathagata Ray, Head of Content at Primebook, says, “We wanted to create the very first impression of Primebook, the brand, with this digital film. From the lingo, to the pace to the non-stop scrolling and typing that you see in the film, are all representations of how the young generation lives today. We wanted to showcase slices of their lives and then effortlessly fit into their gameplan.”
Primebook intends to continue building on this momentum with disruptive digital-first campaigns and consistent use of the #BeYourPrime mantra, marking its arrival as a serious contender among India’s laptop brands.