Titan’s Sonata bills itself as ‘the gift from your very own’

Titan Industries launched a TVC for its watch brand Sonata positioning it as the perfect gift for the wedding season. The ad film created by Lowe Lintas and Partners went on air in mid-April.

The TVC features a set of young men who come to their friend’s wedding reception. They walk on to the stage with a huge bouquet to congratulate the couple. While posing for the photograph, the groom asks his friend about the bouquet – if they had lifted it from the venue. On how he guessed it right, the groom underlines that as a group they have never gifted anyone else till date. Their policy, he recalls, had been to get photographs clicked, eat the food served, and leave immediately. On hearing this, one of the other friends asks the photographer to wait. Saying they aren’t as shameless anymore, he goes down on his knees and gifts the bride a box of two Sonata watches. The groom is embarrassed even as he is urged not to get emotional. The group breaks into laughter and poses for a picture. The film ends with the voice over signing off ‘Ek tohfa apno ki taraf se’ (A gift from your very own).      

H G Raghunath, chief executive officer, watches and accessories division, Titan Industries, said, “Over 40 per cent of watches are gifted, with weddings being a key occasion. This wedding season Sonata has introduced a large range of watches that are suited to every bride and groom. It’s this combination of contemporary designs with a traditional twist that makes Sonata watches a perfect wedding gift for those who celebrate their special day this year.”

“We are launching this as part of our largest campaign of the year and are hoping to leverage gifting in a big way by showcasing a fresh relationship in our TV commercial,” he added.

On the campaign, Rajesh Ramaswamy, regional creative director, Lowe Lintas and Partners, said, “It is such a common thing, for friends to pool in money and give a gift, as common as them not giving anything. This seemed exciting and a new unexplored space for a gifting ad. It makes for a commercial that is emotional but not soppy. And the line 'Ek tohfa apno ki taraf se' sums it up, a gift you can give when you know someone so closely.”

Client: Titan Industries (Brand- Sonata) 

Creative agency –Lowe Lintas

National creative director – Arun Iyer

Regional creative director –Rajesh Ramaswamy

Director (film)- Rajesh Ramaswamy

Media planning – Maxus (Group M)