Conceptualised by Lowe Lintas, the new campaign for Sonata’s latest launch is a celebration of the new-age Indian women who step out and pursue their dreams
BestMediaInfo Bureau | Mumbai | December 13, 2016
Sonata, the watch brand from Titan, part of the Tata group, launched its safety watch called ACT – app-enabled coordinates tracker. This one-of-a-kind safety watch makes use of custom-made technology, enabling women to step out and pursue their dreams.
With an objective to showcase the ease of use of the ACT watch, a user-related context was used to narrate the story.
In yet another initiative focused to empower women, the film, conceptualised by Lowe Lintas, is set at night in a small-town bus station, where two young female athletes meet a couple. The athletes explain that they are on their way for national selections. Given the late hours, the couple express concern at the girls travelling alone and the husband steps away to get water. When asked about their relatives worrying about them, one girl demonstrates the ease with which their loved ones can be alerted. She goes on to explain the features of the ACT watch, where the safety function can be activated by pressing a button next to 8 o’clock in quick succession, which alerts a group of designated guardians using the mobile phone through an app.
Elaborating the concept behind the campaign, Suparna Mitra, Chief Marketing Officer, Watches and Accessories, Titan Company, said, “The Indian woman has evolved to take on more challenges and responsibilities. With Sonata ACT, we are offering these talented and multi-faceted women an enabler that allows them to courageously follow their dreams. The latest campaign for ACT is a celebration of the new-age Indian women.”
“We started off by thinking that whatever said, we have to make sure that the functionality of the watch doesn’t get missed. This wasn’t just a watch, it’s a new concept. And it was important to communicate that. We are all so inspired by women who remain focused on their goals, despite the everyday issues they face concerning safety. We decided to celebrate this resilience through a simple story of two sports women,” says Rajesh Ramaswamy, Executive Director, Lowe Lintas.
Sonata ACT is available for Rs 2,749 to Rs 2,999.
Client: Titan Company
Agency: Lowe Lintas
Chief Creative Officer: Arun Iyer
Executive Director: Rajesh Ramaswamy
Group Creative Director: Ujjwal Kabra
Account Management: Hari Krishnan, Sudhir Rajasekharan, Parshuram Mendekar, Debanooj Das, Nivedita Biswas
Planning: Ajay Ravindran
Production House: Absolute Productions
Director: Anaam Mishra
Executive Producer: Prafull Sharma
Producer: Barkha Sawhney
Director of Photography: Avinash Arun
Music: Pankaj Awasthi
Cast: Vivek John and Inhouse
Post Production Head: Jigar Joshi
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