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Tata’s Sonata in ‘youthful’ makeover mode; spends Rs 4 cr on new brand identity

24-December-2010
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Tata’s Sonata in ‘youthful’ makeover mode; spends Rs 4 cr on new brand identity

Sonata, the watch brand from the house of Tata, has announced the makeover of its brand identity with the unveiling of an all new refreshingly vibrant logo and a new brand tagline: ‘Wait Mat Kar’. The brand has revamped its brand identity and promise in line with the changing aspirations of the younger generation. On the lines of the new brand identity, Lowe Lintas has worked on the campaign. Approximately Rs 4 crore has been spent on the brand makeover.

The new tagline: ‘Wait Mat kar’, reflects the urgency, impatience and go-getter attitude of the youth. The new tagline and logo will be unveiled to consumers through a new campaign for the Sonata Super Fibre collection – an array of affordable watches targeted at college-going youngsters. The campaign features Sonata brand ambassador MS Dhoni. According to the officials, India’s cricket captain was is a true reflection of the ambition and positive attitude of the Indian youth.

Commenting on the new brand identity, Harish Bhat, COO, Time Products Division, Titan Industries Ltd, said, “Sonata started its journey in 1997 with a promise of delivering quality timepieces at a competitive price. While our market share has continued to increase over the past years, we felt that there was a need to renew the brand identity, and further strengthen the link between Sonata and the younger consumers of India.”

On the thought process, R Balki, Chairman & Chief Creative Officer, Lowe Lintas, who has been one of the key persons involved in developing the new identity for Sonata, shared, “For me, the essence of rebranding is to maintain the best of what the brand already stands for and blend it with what’s new and current. We believe that its compelling that a watch brand tells you not just the time, but also highlights the need to make the most of it.”

Bhat further said, “With India having the largest population of youth today in the age group of 15-26 years, this rebranding exercise is a reflection of the ever-changing aspirations of this generation. Sonata, as a brand reflects young India’s mindset today – of strong aspirations, coupled with a sense of urgency and impatience to make things happen.”

Priced between Rs 275 and Rs 595, the 41 new variants of Sonata Super Fiber watches will be available at all authorised Sonata dealers, ‘World of Titan’ showrooms and exclusive Sonata stores across the country.

 

Sonata, the watch brand from the house of Tata, has announced the makeover of its brand identity with the unveiling of an all new refreshingly vibrant logo and a new brand tagline: ‘Wait Mat Kar’. The brand has revamped its brand identity and promise in line with the changing aspirations of the younger generation. On the lines of the new brand identity, Lowe Lintas has worked on the campaign. Approximately Rs 4 crore has been spent on the brand makeover.

The new tagline: ‘Wait Mat kar’, reflects the urgency, impatience and go-getter attitude of the youth. The new tagline and logo will be unveiled to consumers through a new campaign for the Sonata Super Fibre collection – an array of affordable watches targeted at college-going youngsters. The campaign features Sonata brand ambassador MS Dhoni. According to the officials, India’s cricket captain was is a true reflection of the ambition and positive attitude of the Indian youth.

Commenting on the new brand identity, Harish Bhat, COO, Time Products Division, Titan Industries Ltd, said, “Sonata started its journey in 1997 with a promise of delivering quality timepieces at a competitive price. While our market share has continued to increase over the past years, we felt that there was a need to renew the brand identity, and further strengthen the link between Sonata and the younger consumers of India.”

On the thought process, R Balki, Chairman & Chief Creative Officer, Lowe Lintas, who has been one of the key persons involved in developing the new identity for Sonata, shared, “For me, the essence of rebranding is to maintain the best of what the brand already stands for and blend it with what’s new and current. We believe that its compelling that a watch brand tells you not just the time, but also highlights the need to make the most of it.”

Bhat further said, “With India having the largest population of youth today in the age group of 15-26 years, this rebranding exercise is a reflection of the ever-changing aspirations of this generation. Sonata, as a brand reflects young India’s mindset today – of strong aspirations, coupled with a sense of urgency and impatience to make things happen.”

Priced between Rs 275 and Rs 595, the 41 new variants of Sonata Super Fiber watches will be available at all authorised Sonata dealers, ‘World of Titan’ showrooms and exclusive Sonata stores across the country.

 

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