Sonata targets 'impatient youth' with new identity

Sonata has announced the make-over of its brand identity with the unveiling of an all new logo and tagline, ‘Wait Mat Kar’. The new brand campaign, created by Lowe Lintas, re-positions the watch brand as a watch “for those who are impatient for progress”. Along with the re-launch, the brand has unveiled new variants from its Sonata Super Fibre range of watches. The new logo, in yellow and blue, has been crafted with an aim to reflect the dynamism and optimism of the Indian youth.

Watch the TVC (Story continues below)

Harish Bhat, chief operating officer, Titan Watches, said, “While our market share has continued to increase over the past years, we felt that there was a need to renew the brand identity, and further strengthen the link between Sonata and the younger consumers of India. With India having the largest population of youth today in the age group of 15-26, this rebranding exercise is a reflection of the ever-changing aspirations of this generation. Sonata, as a brand reflects young India’s mindset today- of strong aspirations coupled with a sense of urgency and impatience to make things happen.”

The new identity 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 them to arrive. Based on this powerful insight, brand Sonata has been re- positioned as a watch “for those who are impatient for progress”.  R. Balki, chairman & chief creative officer, Lowe Lintas, said, “For me, the essence of rebranding is to maintain the best of what the brand already stands for and blend it with whats new and current. We believe that its compelling that a watch brand tells you not just the time, but also highlights the need to make the most of it.”

The TVC will go live across channels on December 26, and will be on-air for a period of 5 to 6 weeks. While the marketing spends for the campaign could not be ascertained, the campaign will cover all traditional mediums along with some digital presence. "We will continue the campaign after the first phase with more tactical communications as and when required. We are quite strong in the POS space, and the new brand identity and communication will be prominently visible at all the 12,000 dealer outlests across the country," Bhat informed.

Campaign Credits:

Servicing – GV Krishnan (South Head), Rajiv Chatterjee, Vinitha Prabhu, Mana Borah

Planning – Vikram Satyanath, Sushma Rao

Creative – R.Balki, Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Adarsh Atal

Art Director – Rexena Devraj, Nataraj Janardhan, Richa Singh

Production House - GOBSMACK

Director (of the film) – Shyam Madiraju

Media Agency - MAXUS

Post-production Studio – Pixion, Mumbai