Sonata forays into smart wearables category; launches new campaign

Sonata, from the house of Titan, forays into the Smart Wearables category with a range of hybrid Smartwatches – Stride. They have launched a new campaign to communicate the fitness attribute of Sonata Stride making it a perfect smartwatch that gives you the ultimate combination of functionality and style.

Conceptualised by Lowe Lintas, Fitness Ka Naya Style depicts a 22-30 year old fitness conscious person who understands the importance of staying healthy in order to move towards his goals. Despite working long hours, he keeps thinking about ways of staying fit and wants to be in the know of his fitness metrics.

Utkarsh Thakur, Marketing Head – Sonata said, “Today, falling fitness levels are unavoidable owing to sedentary lifestyles. There’s a lot of inertia in starting our fitness journey due to many constraints. The solution - Everyday Fitness, which is to expend energy through daily activities like walking, cycling, taking stairs, etc. Stride helps to track these everyday activities in a seamless manner. This trendy smartwatch will help people make conscious choices towards a healthy lifestyle.”

Sagar Kapoor, Chief Creative Officer- Lowe Lintas said, “The idea of the campaign demonstrates the insight that if you have the will to be fit and healthy, you will always find ways. In a cheeky and fun way, our protagonist demonstrates to his colleague that he need not procrastinate his fitness plans as there is always a gym wherever he is.”