Sonata announces a youthful relaunch

Titan Industries, among the largest integrated watch

manufacturers in the world, is set to re-launch its Sonata brand of watches. Sonata has announced the make-over of its brand identity with the unveiling of an all new refreshingly vibrant logo and a new brand tagline, ‘Wait Mat Kar’. The new range of stylish watches from “Sonata Super Fibre” will mainly target the large youth market in urban, semi-urban and rural India. The range offers an unbeatable array of different designs in a mix of both, analog, digital and ana-digi watches.

To communicate Sonata`s new look, the company will be launching an ad campaign featuring M S Dhoni, who has endorsed the brand earlier as well. Targeting the youth, the brand has sharpened its brand proposition to reflect their impatience. This is based on the insight that Indian youth does not want to wait for time, to get ahead in life. They use what they have to the maximum, and create opportunities rather than just waiting for opportunities to arrive. Based on this powerful insight, brand Sonata has been re-positioned as a watch “for those who are impatient for progress”.

Sonata as a brand has stood for functionally styled watches that are available at affordable prices. Priced between Rs 275 and Rs1400, the brand currently includes variants like the Sona Sitara model for special occasions, the Yuva variant targeted towards the youth, contemporary office wear watches and the super fibre watches. The communication for the new Sonata has been created by R Balki, chairman and chief creative officer, Lowe Lintas and his team. Titan Industries` portfolio also includes the flagship Titan brand and Fastrack watches. Besides, the company has brought international brands like Tommy Hilfiger, Hugo Boss and Swiss brand Xylys to India through licensing.