Times Black ICICI Bank unveils new ad film narrating the origin of the extraordinary- watch

The Times Black ICICI Bank Credit Card has unveiled a new short film that captures the card’s compelling origin story. Powered by Visa and created for the discerning, the card promises to reveal a 'new you' through a unique blend of elegance, innovation, and exclusivity.

The film showcases its viewers the experience offered by the Times Black ICICI Bank Credit Card. It underscores the collaboration between the legacy of The Times of India Group and ICICI Bank’s established banking heritage, effectively positioning Times Black as a distinguished offering within the premium credit card segment.

According to Harshita Singh, Business Head – Times Black ICICI Bank Credit Card, the film was crafted to reflect the brand’s core philosophy.
"Times Black is more than just a card—it’s a symbol of legacy and refinement," she said. "This film encapsulates that vision, marrying The Times of India Group’s rich heritage with ICICI Bank’s trusted financial expertise."

The film not only elevates brand perception but also clearly communicates the card’s proposition—convenience, status, and access to carefully curated experiences. It serves as both an emotional narrative and an informative piece, helping viewers understand what it truly means to own Times Black.

Ramakrishnan Gopalan, Head – Products & Solutions, India & South Asia at Visa, said the campaign aligns perfectly with Visa’s evolving view of modern luxury.
"Today’s luxury isn’t just about exclusivity—it’s about moments that uplift everyday life. Times Black delivers that, and Visa is proud to power its promise with global security and reach."

This latest campaign underscores the growing trend of experience-led banking, where cards are no longer just financial tools, but gateways to personalized, elevated lifestyles. With Times Black, ICICI Bank and The Times Group are signalling a broader shift—where heritage meets innovation to serve a new generation of discerning customers.

Watch the full brand film here -
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