Being unapologetically original – with Sonata

The latest campaign for the watch brand, which celebrates the spirit of the aspirational Indian, has been conceived by Lowe Lintas

BestMediaInfo Bureau | Mumbai | March 26, 2015

Click on the image to watch the TVC.

Sonata's latest campaign and the brand's new anthem, 'Karo, toh shaan se', are aimed at reflecting the ever-growing spirit of aspirational Indians and celebrate their attitude.

The stage is alive at a concert featuring rapper and musician Badshah, while the audience is grooving to his performance. The rapper challenges the crowd to come forward only if they are original. Badshah spots a young man in the crowd and throws the mike out to him, challenging him to come up on stage. Encouraged by the crowd, the young man jumps up on stage, leaving behind a split second of hesitation. He surprises Badshah with impromptu rapping – he is original and absolutely one-in-a-million. He tells the rapper that he only needs an opportunity to prove that he can take on the world. The performance ends with the duo rapping 'Karo, toh shaan se' to a cheering audience.

Sharing her thoughts on the campaign, Shalini Gupta, Head - Marketing, Sonata, Titan Company, said, “We have noticed a growing trend in India, of people who are transcending into a generation that shows a new confidence and the willingness to put themselves out there. Brand Sonata has evolved with this generation and we continue our endeavour to offer them stylish timepieces that are a catalyst to their self-expression. The latest campaign featuring Badshah is an effort to reach out to a wider audience, who are keen to prove themselves and live life while enjoying every moment to the fullest.”

She further added, “In a first, the brand has created a long-format anthem written and performed by Badshah, echoing the stance of 'Karo, Toh Shaan Se'.”

Rajesh Ramaswamy

Rajesh Ramaswamy, ECD, Lowe Lintas, elaborated, “The film and the anthem are a reflection of the aspirational India. The idea was to communicate the growing aspirations of new India, and how there are people who will perform their best when given an opportunity.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Lowe Lintas

Executive Creative Director: Rajesh Ramaswamy

Group Creative Director: Ujjwal Kabra

Creative Director/ Copywriter: Adarsh Atal, Indrasish Mukherjee

Account Planning: Vishal Nicolas

Account Management: Sudhir Rajasekharan, Parshuram Mendekar

Director (of the film): Uzer Khan

Producer: Sunil Shetty

Music: Clinton Cerejo

Production House: 30 Seconds of Fame

Media Planning: Maxus

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