Sonata re-positions itself to capture bold attitude of today’s consumer

30 Aug,2017

By A Correspondent


Sonata has launched its new campaign with a TVC on the theme – Jo Karein Khud Par Yakeen. The new communication is part of Sonata’s repositioning campaign.


Elaborating on the new communication, Suparna Mitra, Chief Marketing Officer, Watches & Accessories, Titan Company Limited said: “Today, all strata of society are driven by ambition and the hunger to succeed. We feel that Sonata can connect with this attitude by being a marker of bold choices made by our consumers. This aspiration cuts across age and gender where people want to make a much better life, without holding themselves back.”


Speaking on the concept, Hari Krishan, President, Lowe Lintas said: “We wanted the new brand positioning to call out the feeling of optimism and self-belief. Using Lowe Lintas’ patented tool Brand PoV, we developed a point of view for Sonata which was articulated as ‘Fearless makes progress limitless’ amplifying the user-imagery and attitude and underlining the role of the brand as a  ‘Marker of bold decisions.”



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