Times Prime Unveils INR 10 Lakh Talent Hunt to Spotlight India’s Next Social Media Stars

In a move that could reshape India’s influencer landscape, Times Prime has launched what it’s calling the biggest social media talent hunt of the year—Too Reel To Be True. Rolled out in partnership with Social Media Dissect and Social Ketchup, the contest will run through May 2025 and offer a whopping INR 10 lakh in total prizes.

Empowering Everyday Creators

The idea is simple: if you’re creating scroll-stopping content, it’s time the country noticed. According to Harshita Singh, Business Head at Times Prime, the initiative was designed with a clear goal—to give everyday creators a real shot at fame. She explained that with so much creative energy thriving online, this was Times Prime’s way of backing raw talent that usually goes unseen.

Celebrating New-Age Creativity

But this isn’t just another reel challenge. With 10 content categories ranging from dance trends, memes, and music to edits and animation, the competition has been designed to reflect how social creativity is evolving beyond traditional formats. Industry watchers are already calling it a breakthrough moment in how Indian brands engage with emerging digital creators.

The scale of the contest is what really makes it stand out. Each category winner walks away with INR 50,000, but the spotlight is on the mega prize: INR 5,00,000 in total, with INR 3,00,000 reserved for the grand winner and INR 1,00,000 each for two runners-up. For many, this isn’t just a contest—it’s a potential career launchpad.

And the timing couldn’t be more relevant. Short-form video consumption has jumped by 38% in the last quarter alone, making platforms like Instagram Reels, YouTube Shorts, and others the new entertainment hubs. Times Prime seems to be tapping directly into that cultural shift.

Celebrating New-Age Creativity

What also makes Too Reel To Be True refreshingly different is its open-door format. There are no restrictive entry rules—just talent, creativity, and a camera. The goal is to discover creators from all walks of life, not just those already chasing the influencer dream.

Judging will be handled by well-known names from Social Media Dissect and Social Ketchup, adding credibility and reach to the campaign. Winners will be announced in a grand reveal this June, turning the month of May into a nationwide search for India’s next viral stars.