MxMIndia

Tag: Sonata

  • Includes two films in Tamil and Marathi

    DDB Mudra South campaigns for Sonata watches

    By Our Staff

     

    Sonata, the watch brand has release a hyper-local and multi-channel campaign for the festive season.

     

    Said Subish Sudhakaran, Marketing Head, Sonata: “Sonata’s festive campaign celebrates hope and optimism underpinning the festive season. Conversations with our consumers revealed that while they had been through a tumultuous time last year, their adaptability and resilience shone through as they found ways to overcome challenges and support their families and communities. Front line fighters, small business owners, employees, all have overcome trying challenges and paved the way to a new dawn. The new festive campaign celebrates this hope and optimism with a hyper local treatment that captures these beautiful and stories in a manner that is more relatable and culturally relevant.”

     

    Added Vishnu Srivastav, Regional Creative Head – Advertising and Digital, DDB Mudra South: “The country is coming out of a lockdown – and finally we believe our time is in our hands. Our audiences want to feel joy, celebrate, and be themselves again – and this is precisely the time we are heading into a festive season. We have created two hyperlocal films for Sonata and the one for Tamil Nadu being the first of its series that celebrates cultural diversity and regional pride. In the film for Maharashtra, time itself takes a bow before the resilience of the land. The effort was to make a film that will not work anywhere else in the country. So, we made it rich in culture and regional nuance. From filmmakers to casting to the inimitable voice of Gautam Vasudev Menon – for Tamil and Makrand Deshpande – for Maharashtra, we wanted to connect strongly to the ethos and pride.”

     

  • 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

    Sonata re-positions itself to capture bold attitude of today’s consumer

    By A Correspondent

     

    Sonata has launched its new campaign with a TVC on the theme – Jo Karein Khud Par Yakeen. The new communication is part of Sonata’s repositioning campaign.

     

    Elaborating on the new communication, Suparna Mitra, Chief Marketing Officer, Watches & Accessories, Titan Company Limited said: “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.”

     

    Speaking 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.”

     

     

  • … says Suparna Mitra, CMO, Watches & Accessories, Titan on the launch of new safety trigger-equipped Sonata ACT watches (text+video)

    Great looks, with safety…

     

    By Santosh Jangid

     

    In March this year, Titan Company announced that a unique watch was in the works that would offer safety for women. Sonata, the mass market, sub-Rs 2k brand of the Tata’s Titan Company was working on a relatively low-priced watch that could trigger a distress alert to pre-determined set of people.

     

    On Friday, CEO S Ravi Kant and CMO Suparna Mitra – both of the watches and accessories division of Bengaluru-based Titan were in Mumbai to unveil the watch – called Sonata ACT, ACT standing for App-Enabled Coordinates Tracker.

     

    The watch’s makes use of custom-made technology and will interface with the user’s smartphone to trigger distress alerts to a network of designated recipients when needed.

     

    Sharing insights on Sonata ACT, Kant said, “The Indian woman continues to evolve with the changing times. As she faces new challenges and responsibilities, Sonata is proud to present a unique offering for the new-age Indian women. With Sonata ACT, we are extending our offering to women and girls who are seeking new opportunities and are empowered to chase their dreams.”

     

    Sharing her views about the product, Suparna Mitra – Chief Marketing Officer, Watches and Accessories, Titan company Limited said, “Today we launched Sonata ACT. ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year and half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.”

     

    Priced between Rs 2,749 and Rs 2,999, the watch will be available in three variants through World of Titan stores, large format stores like Central, Pantaloons and Shopper’s Stop, authorised dealers and on the company’s website.

     

    Sonata ACT TVC Link: https://www.youtube.com/watch?v=OVp_exwO7lU

     

    We also caught up with Suparna Mitra -  Chief Marketing Officer, Watches and Accessories, Titan Company Limited on the company’s marketing strategy and more

     

    On the product:

    We have launched Sonata ACT…  ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great-looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year-and-a-half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.

     

    On the decision to arrive at a sub-Rs 3000 price point:

    We thought of this as something that Sonata has to offer which is our mass volume brand. Sonata sells 4.5 million watches every year and so there are 4.5 million Indian consumers who are buying. Smart technology or connected watches typically are coming at very high prices but we were very conscious that this need is not a need of people or women who are at the upper end of the society but in fact the need is greater with middle class women and it is very important that if we are making such a product it needs to be at a very affordable and accessible price. We have three versions all of which are under three thousand rupees. We didn’t want a situation where a woman says, I really like the idea, this is very useful to me but I simply cannot afford because it is priced at 15,000 or 20,000. So Rs. 3000 is still a stretch for many of our sonata consumers but given the technology and utility it was something that we felt was a sweet price point that really opens up and allows a lot of women costumers to access this product.

     

    How Sonata is different from Titan, since they are produced by the same company:

    Sonata is a large volume brand. It operates at price points between five hundred to three thousand rupees. Sells a lot in both men and women in small towns and large cities. Titan is our mid market to premium brand. Its price point start from a little less than Rs 2000 and go up to about Rs 25,000. Titan is a more premium brand and has many shades of styles but it also has many sub-brands like Raga, Octane and all of these have their own unique facets.

     

    Change in marketing strategy for various brands:

    We go from the consumer out and that is the best way to keep it differentiated. We start with the Titan consumer and then we look at what the consumer’s needs are with respect to products, differentiated designs, technology, etc. Similarly with Sonata, we start with the consumer and the more clear we are about who the consumer is we are serving the more automatically the differentiation comes in both the products, marketing and communication. From a positioning point of view and from a media choice point of view it changes. In this particular TVC that we have created for Sonata ACT, it is going to be all the general entertainment channels, mass genres, regional channels, heavy investment and for Titan we advertise at the airports because that consumer is exposed to a different set of media.

     

  • The wedding TVC opens outside a marriage court, where a young couple has just taken their vows

    Sonata celebrates marriage in an unconventional way

    By A Correspondent

     

    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, the brand stays true to its character, of doing everything with pride. In the spirit of the wedding season, the brand celebrates marriage in an unconventional way in their latest television commercial.

     

    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 realize the absence of a fairy tale wedding and feels a pang of disappointment. Her husband taps her shoulder and gestures to ask her if she is alright. She shrugs away the feeling and smiles at him. He pulls out a box and presents her 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 truly unique time piece on his wife, he surprises her with an orchestrated fairy tale wedding party.

     

    Commenting on the significance of the Shagun campaign, Shalini Gupta – Head Marketing, Sonata, Titan Company Ltd says, “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 recognize 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 newly weds who have done exactly that, shaan se.”