Titan's Sonata has entered the smart wearables segment with 'Stride' for which a film conceptualised by Lowe Lintas has been released.
The film shows a man enjoying a samosa in his office. His colleague asks him about his plans to join the gym. The man eating the samosa tells him that it has been pushed to Saturday. His colleague decides to take his fitness needs in his own hands as he tells him that his boss has called for a meeting. He doesn't let him take the elevator and instead makes him run up the steps. The film ends with the man who was eating the samosa getting to know that his boss wasn't in office. His colleague, with the help of his Sonata Stride tells him that he has completed 500 steps, which is not a bad beginning for his fitness regime.
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.”