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Exclusive | Sonata urges users to be unapologetically original

'Sonata is a brand that is for the young at heart not just the youth' Shalini Gupta

Sonata, India’s largest-selling watch brand, from the house of TATA, has launched its new campaign with popular rapper and musician Badshaah. The TVC not only features the hip singer, but also boasts of a brand new anthem for Sonata, written by Badshah himself, with music by the talented Clinton Cejero.

In keeping with the ever-growing spirit of the aspirational Indian, Sonata’s latest campaign urges the consumers to go ahead and be unapologetically original and the brand’s new anthem “Karo, Toh Shaan Se” reflects this mindset and celebrates the attitude. This campaign featuring Badshah is an effort by Sonata to reach out to a wider audience who are keen to prove themselves and live life while enjoying every moment to the fullest.

In order to know more about the concept, marketing activities and the brand’s plans in the way forward we at caught up with Shalini Gupta, Head Marketing, Sonata, Titan Company Ltd.


The ‘Karo, Toh Shaan Se’ campaign echoes the sentiment of new India where consumers are realizing the progression in their own lives and also in people around them, giving them a boost in self-image. This makes them feel good about themselves and has given them the confidence to put themselves out there. They are losing their inhibitions and enjoy being at the center stage – shaan se.

Youth connect

We have spent time identifying traits of the evolving consumer and are confident we understand the new India. With this ad, we are certain we can connect with them as the change is not just in communication strategy but also in our approach to the dynamic audience. We have been working hard over the last two years to align product and other elements of the brand across all touch points. A highlight of this campaign is the anthem that has been written and sung by rapper Badshaah, to which we have received an amazing response so far.

The new campaign appeals to not only the young but also the young at heart who enjoy being the centre of attention. Our products appeal to a wide audience and traverses age bands, but Sonata’s core consumer is in their mid-twenties, with a thirst to prove themselves. Our products like the Ocean Series III and the touch screen watches were hugely popular with the youth and going with the warming response, we are focusing on continuing to delight them with our campaigns and products.

Brand Values

Sonata is a brand that is for the young at heart not just the youth. We have realized that the youth have emerged as an important audience in recent times, with their growing aspirations, confidence, and desire to live life at the fullest. To connect with this audience, we have conceptualized the Karo, Toh Shaan Se campaign.


The brief given to Lowe was to connect with the confident new India, who needs to see that Sonata is a brand which resonates with their desires and aligns with their self-image.

Media Mix

It is a 360 degree campaign with TV as the lead medium. Digital, cinemas and in-store are other media and touch points where you can see the campaign at play.

Key Markets

West Bengal, Tamil Nadu and Uttar Pradesh have remained our largest markets to date. Over the years, we have expanded to more and more towns and cities, giving us the opportunity to cater to requirements of various customer segments. Currently, we are present across 9000 dealers in India. We are definitely looking at a steady growth in the near future.

Marketing Strategy

It will be a good mix of brand as well as product-led approach.

Way Forward

2015 is going to be a very active year for Sonata, full of never-seen-before products. By Archit Ambekar | Twitter: @aambarchit


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