Sonata speaks the 'start-up' language to woo youth who dare to fly
To effectively address the evolving needs and aspirations of Sonata's consumers, the brand intends to showcase aspiration by capturing the increasingly progressive and bold choices that today's generation makes
Cashing in on the ‘start-up’ wave, Sonata, a Titan Company brand, has launched its latest television campaign. Themed Jo Karein Khud Par Yakeen, the new communication is part of Sonata’s repositioning campaign aligned to the shift in the consumer landscape.
To effectively address the evolving needs and aspirations of Sonata’s consumers, the brand intends to showcase aspiration by capturing the increasingly progressive and bold choices that today’s generation makes. Coming from the house of Tata, Sonata continues to garner respect and trust from the consumers for its reliability and quality.
The film featuring Sushant Singh Rajput is set against the backdrop of the recruitment day on campus. The film opens with Sushant and his friend, wishing each other luck, even as both seem to have interview jitters. Sushant moves on to a help-desk, looks at his Sonata watch, picks up the microphone and the twist in the film unravels. Sushant has the attention of everyone present as he announces his two-day old start-up for which he is ‘recruiting’. What follows is an inspirational pitch from a young entrepreneur who has taken the bold step in life to chase his dreams.
Elaborating on the new communication, Suparna Mitra, Chief Marketing Officer, Watches and Accessories, Titan Company Limited, explained, “Today, all strata of society are driven by ambition and the hunger to succeed. We feel that Sonata can connect with this attitude by being a marker of bold choices made by our consumers. This aspiration cuts across age and gender where people want to make a much better life, without holding themselves back.”
The values evoked by the film are also reflected in the new product range of Sonata that includes contemporary designs and features to complement the style requirements of today’s consumer.
She added, “Having Sushant Singh Rajput as the face of Sonata is a perfect fit for the new brand positioning. He embodies and represents the brand values of self-belief, ambition, rootedness and enterprise. We are confident that this association will give Sonata an unbeatable edge.”
Hari Krishan
Elaborating on the concept, Hari Krishan, President, Lowe Lintas, said, “We wanted the new brand positioning to call out the feeling of optimism and self-belief. Using Lowe Lintas’ patented tool brand PoV, we developed a point of view for Sonata, which was articulated as ‘Fearless makes progress limitless’ amplifying the user-imagery and attitude and underlining the role of the brand as a ‘Marker of bold decisions’.”
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