Sonata has carved out a new sub-brand SF, that will house touch-screen Super Fibre adventure watches targeting the youth. Announcing the new proposition of 'Live More Every Second' is a TVC conceptualised by Lowe Lintas.
A voice over says, "They say what can a tiny little second hold. Well, a lot." Accompanying slow motion visuals depict people experiencing adventure sport. The film ends with a shot of a person shown surfing with a super conveying the positioning statement.
Ravi Kant, chief executive officer, watches and accessories division, Titan Company, said, “Sonata Super Fibre has been a true game-changer with its product offering – from India’s first touch screen watch to the innovative Ocean Series collection. This campaign celebrates Super Fibre’s new identity SF; a brand that will see a lot of excitement in the months to come. The adventure space in India is fast-growing but has been largely untapped, especially in the watches category. SF by Sonata is the first Indian brand to dedicate itself exclusively to this segment.”
Rajesh Ramaswamy, executive creative director, Lowe Lintas, said, “This campaign represents the grit and the grime that is part and parcel of adventure. So we decided to totally immerse ourselves and show what adventure is really about. The ad will definitely appeal the youth of today who define everything that is adventure-centric and daring.”
The campaign will also have digital, print and outdoor legs.
Client: Titan (Sonata)
Agency: Lowe Lintas
Chief creative officer: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Group creative director: Ujjwal Kabra
Creative director: Prasad Baggi
Art director: Charan Kumar
Account management: GV Krishnan, Sudhir Rajasekharan, Parshuram Mendekar, Debanooj Das, Antriksh Mundra
Account planning: Vishal Nicholas, Sujit Patnaik
Production house: Mindblowing Production
Director: Jerry Dugan
Producer: Javed Aboobaker
Music: Martin Pelland