Tata’s leading watch brand, Sonata has entered in to content marketing tied up with upcoming movie,Mission Mangal to showcase and spread awareness about the range of Sonata’s women’s watches targeting men and women across the country and engage with Sonata’s customers and re-emphasize the brand philosophy of ‘Khud Par Yakeen’.
This campaign is the first of its kind for the brand – being the first one where it is co branding with a film. This association is unique owing to the stellar coordination between the brand, Fox Studios, Creative partner DDB Mudra and Mates India (a unit of Madison world) that helped tie it all together.
Bytes from the leading ladies from the film – VidyaBalan and Taapsee Pannu along with a seamless integration with scenes from Mission Mangal lend credibility to the products Sonata watches and offer a compelling proposition to the consumer.
Quote from the Sonata spokesperson:Sonata, India’s largest-selling watch brand symbolizes the self-belief of the common Indian. The brand’s credo of ‘Khud Par Yakeen’, exhorts people to work towards their dreams, taking on every challenge that comes their way. Sonata is also unique in the watch category, as every other customer of the brand is a woman. For us, every woman personifies our values of uninhibited aspiration and unflinching resolve.
“Mission Mangal is a fantastic story that ignites the dreams of a billion Indians through the dedication of the Mangalyaan team. And it’s a matter of great pride what the ingenuity and perseverance of this team, driven by women scientists achieved. In celebrating this spirit, Sonata is glad to partner with Mission Mangal, that brings alive the Indian spirit of enterprise, grit and belief to achieve something that the world looks up to” said Utkarsh Thakur, Marketing Head, Sonata & SF
Jagan Shakt, Director, Mission Mangal said “We are delighted to partner with India’s largest selling watch brand, Sonata, a Tata product. The Sonata values of aspiration, dependability, authenticity and Indian in spirit are the same that drive the story of Mission Mangal, and hence, this partnership is the coming together of two similar mind-sets.”
Sooraj Bhalla, Founder and CEO Mates, A Unit of Madison World said “Sonata is the largest watch brand in India. As a leader, Sonata prides for the great design and quality that it offers to millions of Indians. The association with Mission Mangal through the content marketing is an innovative approach to engage with our customers and re-emphasize the brand philosophy of ‘Khud Par Yakeen’. The launch of the new ‘Sonata – Mission Mangal Ladies Collection’ adds another dimension to the partnership – a first in the wrist watches category.”
Creative Agency
Created by: DDB Mudra Pvt. Ltd.
National Creative Director: Rahul Mathew
Creative Head: South: Vishnu Srivatsav
Senior Creative Director: George Sebastian, HemangiChatterjee, S Kanickraj ,SmijuKunnummal, Sayok Ray
President and Managing Partner: South: RanjiCherian
Account Management: Nahum Jacob and PankajKundal
Planning: Amit Kekre, Phalgun Reddy and Atyukti Pachauri
