Titan has rolled out a campaign for the brand's recently announced repositioning. The film has been conceptualised by Lowe Lintas and features Sushant Singh Rajput.
The film shows Rajput and his friend on campus on recruitment day. The duo have pre-interview jitters. The friend wonders why Rajput has the jitters as he is a college topper. They wish each other luck and part ways.
Rajpur spots a mike and grabs the attention of everyone present. He announces his two-day old start-up for which he is 'recruiting’. He says he doesn't have the money to pay a salary, but can offer a stake in the company. His friend is the first person who shows interest in joining his company. The film ends with the brand's new positioning, 'Jo Karein Khud Par Yakeen' (for those who believe in themselves).
Suparna Mitra, CMO, watches and accessories, Titan Company, 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. Having Sushant Singh Rajput as the face of Sonata is a perfect fit for the new brand positioning. He embodies and represents the brand values of self-belief, ambition, rootedness and enterprise. We are confident that this association will give Sonata an unbeatable edge.”
Hari Krishnan, 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.”
The film went on-air on 20 August 2017.
Client: Titan Company (Sonata)
Creative agency: Lowe Lintas, Bangalore
Creative team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Sachit Sadanandan, Baggi Prasad, Charan Kumar
Account management: Hari Krishnan, Sonali Khanna, Anindo Niyogi, Poushali Das
Planning: S.Subramanyeshwar, Kunal Joshi, Ajay Ravindran
Production house: Good Morning Films
Director: Bob (Shashank Chaturvedi)
Executive producer: Vikram Kalra
Producer: Robin D’Cruz
Director of photography: Shanker Raman
Music: Subhajit Mukherjee
Post production head: Bharat Arote