New Delhi: Primebook, India’s youth-first laptop brand, has announced the launch of its new campaign, #BeYourPrime, a movement designed to celebrate individuality and self-belief among India’s youth. Alongside the campaign, the brand unveiled its Gen 2 Laptop Series, delivering enhanced performance and accessibility, strengthening Primebook’s mission of making technology aspirational and accessible for the next generation.
The campaign highlights the Darwinian evolution of technology, contrasting how Millennials and Boomers once struggled with limited functionality, while Gen Z now demands uncompromised speed, style, and performance. The new Gen 2 laptops are crafted to keep pace with this generation’s demand for instant productivity and entertainment without interruptions.
“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 witty Darwinian narrative, showing past generations struggling with technology, before flipping to today’s achievers seamlessly navigating life with Primebook 2 laptops. Using vibrant visuals, split-screen storytelling, and Gen Z-coded expressions such as ‘Laptop with Mad Functionality. No Cap,’ the film mirrors the energy and cultural codes of Gen Z.
Primebook has placed its users at the heart of the campaign, ensuring authenticity and relatability. Amplification spans social media, e-commerce, Google Display, and influencer collaborations, alongside a partnership with Under25, engaging over 24 student ambassadors across 14 campuses to integrate Primebook into real campus life.
The ad film has been co-created by Primebook’s in-house creative team, project agency Indiefolio Network, and production partners AD 1023. Speaking about the campaign, Tathagata Ray, Head of Content at Primebook, said, “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.”