Sonata urges new India to be original, yet stylish

Sonata watches has rolled out its latest campaign and the brand’s new anthem “Karo, Toh Shaan Se”. The film has been conceptualised by Lowe Lintas and Partners. 

The film opens at a concert featuring rapper, Badshah. Midway through his performance, the rapper challenges the crowd to come forward for a rap battle, but demands originality from his challenger. Spotting a young boy in the crowd, the rapper throws the mike out to him. Though reluctant, the young man jumps on stage and surprises Badshah with some impromptu rapping. He tells the rapper he only needs an opportunity to prove the fact that he can take on the world. The performance ends with the duo rapping ‘Karo, toh shaan se’ (If you do it, do it with style).

Shalini Gupta, head marketing - Sonata, Titan Company, said, “We have noticed a growing trend in India, of people who are transcending into a generation that shows a new confidence and the willingness to put themselves out there. Brand Sonata has evolved with this generation and we continue our endeavour to offer them stylish timepieces that are a catalyst to their self-expression. The latest campaign featuring Badshah is an effort to reach out to a wider audience who are keen to prove themselves and live life while enjoying every moment to the fullest. In a first, the brand has created a long-format anthem written and performed by Badshah, echoing the stance of ‘Karo, Toh Shaan Se’.”

Credits:

Client: Sonata
Creative agency: Lowe Lintas and Partners
Artists featured: Badshah
Executive creative director: Rajesh Ramaswamy
Group creative director: Ujjwal Kabra
Creative director/ copywriter: Adarsh Atal, Indrasish Mukherjee
Account planning: Vishal Nicolas
Account management: Sudhir Rajasekharan, Parshuram Mendekar
Director: Uzer Khan
Producer: Sunil Shetty
Music: Clinton Cerejo
Production house: 30 Seconds of Fame
Exposure: TV and Digital
Media planning: Maxus