Created by Lowe Lintas, the campaign follows the watch brand’s new brand direction #KaroTohShaanSe and tells its audience to do everything with style and grandeur
BestMediaInfo Bureau | Delhi | May 19, 2015
Taking the brand’s message ‘Karo, Toh Shaan Se’ to a new level, the wedding campaign from Sonata lauds the ever-growing spirit of the aspirational Indian. Centered around the Shagun watch, which has design inspired by the ‘haathphool’, the brand stays true to its character of doing everything ‘shaan se’ (with style and grandeur). In the spirit of the wedding season, the brand celebrates marriage in an unconventional way in their latest TVC. The campaign has been created by Lowe Lintas + Partners.
The ‘Wedding’ TVC opens outside a marriage court, where a young couple has just taken their vows. Their friends wish them luck and leave, making the newly-wed bride realise the absence of a fairy tale wedding and she feels a pang of disappointment. Sensing her feelings, her husband pulls out a box and presents her with the Shagun watch from the latest collection of wedding watches by Sonata to mark the beginning of their new journey. As he puts on the timepiece on his wife, he surprises her with an orchestrated fairy tale wedding party.
As he puts on the watch for her, he says, ‘Shaadi ka din hai, shaan to banti hai’. Between the music and dancing, the newlyweds catch a moment of tenderness and recognise their unconventional wedding as a day they will never forget.
Commenting on the significance of the Shagun campaign, Shalini Gupta, Head - Marketing, Sonata, Titan Company Ltd, said, “The wedding season is an important time for Sonata and we want to celebrate the spirit of our young audience who are looking to live their life to the fullest. With the ‘Wedding’ campaign, we recognise that not all marriages are conventional and celebrating a moment of ‘togetherness’ is what matters the most. As an ode to this very spirit, we are telling the story of the newlyweds who have done exactly that, ‘shaan se’.”
Rajesh Ramaswamy, Creative Director, Lowe Lintas, added here, “The Shagun watch is a huge innovation in the wedding watches category. So we were clear from the very beginning that we would not be telling just another wedding story. We wanted a ‘hatke’ take on ‘shaan’ and we believed that a registered wedding with a fun twist was a sweet way to do it.”
Along with television, the campaign will be also seen on the digital, out-of-home and print media.
Creative agency: Lowe Lintas + Partners
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Group Creative Director: Rimona Ganapathy
Unit Creative Director: Lohith Chengappa
Creative: Tanya Onkar, Sooraj Pillai
Account Planning: Vishal Nicholas, Sujit Patnaik
Account Management: Sudhir Rajasekharan, Parshuram Mendekar, Debanooj Das
Director (of the film): Shekhar Kamble
Producer: Tushar Raut
Production House: Coconut Films