Sonata, a watch brand from Titan Company, has rolled out a line of safety watches called ACT – App-Enabled Coordinates Tracker. A film conceptualised by Lowe Lintas promotes the same.
In the wee hours of the morning, a couple and their sleeping young girl take their seats at a bus station. Next to them are two women athletes. As the lady and the athletes converse, it's revealed that the two women are going for national selections. The man shows his concern about them travelling so late at night, by themselves. The women look unconcerned. When he goes to buy water, his wife asks the athletes whether their family members would be worried. Replying in the negative, they say they're travelling with relatives in any case. The woman looks around but sees no one else. One of the athletes moves across to show the new Sonata watch. She explains that a safety function can be activated by pressing a button -- it alerts a group of upto 10 designated numbers via SMS. The product features are showcased, as the athletes are on their way in a bus. Back at the station, the lady tells her husband that women will get far ahead.
Suparna Mitra, CMO, watches and accessories, Titan Company, said, “The Indian woman has evolved to take on more challenges and responsibilities. With Sonata ACT, we are offering these talented and multi-faceted women an enabler that allows them to courageously follow their dreams. The latest campaign for ACT is a celebration of the new-age Indian women.”
Rajesh Ramaswamy, executive director, MullenLowe Linas, said, "We started off by thinking that whatever said, we have to make sure that the functionality of the watch doesn't get missed. This wasn't just a watch, it's a new concept. And it was important to communicate that. We are all so inspired by the many women in our country who remain focused on their goals, despite the everyday issues they face concerning their safety. We decided to celebrate this resilience through a simple story of two sportswomen."
The campaign broke on 9 December 2016.
Agency: Lowe Lintas
Chief creative officer: Arun Iyer
Executive director: Rajesh Ramaswamy
Group creative director: Ujjwal Kabra
Account management: Hari Krishnan, Sudhir Rajasekharan, Parshuram Mendekar, Debanooj Das , Nivedita Biswas
Planning: Ajay Ravindran
Production house: Absolute Productions
Director: Anaam Mishra
Executive producer: Prafull Sharma
Producer: Barkha Sawhney
Director of photography: Avinash Arun
Music: Pankaj Awasthi
Post production head: Jigar Joshi