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Sonata urges new India to be unapologetically original

The latest campaign by India’s largest watch brand epitomizes the spirit of new India

Encourages their unabashed hunger to stand out in a crowd

Delhi 13 March, 2015: A new India has emerged from the perceived stereotype, to become more confident and aspirational, while embracing a novel lifestyle. People in emerging cities are now acting on their desire to experience things and self-expression has helped them drop a lot of inhibitions. They haveembraced the new with an authentic unabashed hunger and eagerness.

In keeping with the ever-growing spirit of the aspirational Indian, Sonata’s latest campaign and the brand’s new anthem “Karo, Toh Shaan Se” reflects this mindset and celebrates their attitude.

In the latest television commercial from Sonata, the stage is alive at a concert featuring popular rapper and musician Badshah while the audience is grooving to his performance. The rapper challenges the crowd to come forward only if they are original. Badshah spots a young man in the crowd and throws the mike out to him, challenging him to come up on stage. Urged by the crowd, the young man jumps up on stage, leaving behind a split second of hesitation. He surprises Badshah with impromptu rapping – he is original and absolutely one in a million. He tells the rapper he only needs an opportunity to prove he can take on the world. The performance ends with the duo rapping ‘karo, toh shaan se’ to a cheering audience.

Sharing her thoughts on the campaign, Shalini Gupta – Head Marketing, Sonata, Titan Company Ltd says, “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 endeavor 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.”

She further added, “In a first, the brand has created a long-format anthem written and perfomed by Badshah, echoing the stance of Karo, Toh Shaan Se.”

Speaking about the unique commercial, rapper and musician Badshah says, “Working on Sonata’s ‘Karo, Toh Shaan Se’ anthem has been a fantastic experience. The lyrics truly resonate with the new India audience and truly connects with the brand’s DNA. I am happy to be a part of Sonata’s journey and this campaign is yet another great illustration of expression by the brand.”

Campaign Details: 

TVC duration: 45 seconds

Creative Agency: Lowe Lintas

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 (of the film): Uzer Khan

Producer: Sunil Shetty

Music: Clinton Cerejo

Production House: 30 Seconds of Fame

Exposure (mediums used): TV and Digital

Media Planning: Maxus

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