Sonata's ‘Watch Out For Us’ campaign supports the drive of the current generation.

Sonata’s latest brand campaign talks about the new generation celebrating life driven by self-belief and purpose with a fire in the heart to succeed and fortitude in hard times. They redefine style with how they move ahead and hustle in life. Sonata salutes those who keep the grind going and create their own path to success.

The campaign ‘Watch out for us’ is Sonata's initiative to walk with young India. It speaks about the new generation not seeking any sort of validation or permission. It shows that this generation values taking up time and prefer living on their own terms. They measure success through personal achievements and not through applause. The Sonata watch plays the perfect partner present and support in all their hustle and life choices.

The ‘watch out for us’ campaign film is about the dynamic journey of three strugglers balancing through hardships, ambitions and achievements. It is shown in a rap-style narrative which creates a fresh and honest vibration reflecting the pulse of youth in India.

Ranjani Krishnaswamy, Chief Marketing Officer, Analog watches at Titan Company mentioned “Over the past year, Sonata has undergone a deliberate brand evolution to align with the mindset of a new generation of consumers - ambitious, self-assured and redefining success on their own terms. As a value-led fashion watch brand, our strategy is anchored in relevance, accessibility and aspiration. We are focused on building a brand that not only reflects the cultural pulses of emerging achiever’s but also enables their journeys - positioning Sonata as a credible, contemporary choice for the next wave of India’s growth consumer.”

Key Takeaways from the campaign

Supporting the hustle culture

The film follows the mindset of youth which is focused on ambitions, resilience and personal growth while the watch serves as a companion in their long journey.

Relatable storytelling

The film has shown the real life struggles of three hustlers in a rap-style narrative which skips the unrealistic and exaggerated situations that are shown otherwise.

Targeted youth with multiple media approach

The campaign aims to aspire the youth in India with their 360 degree approach targeting them through multiple media like outdoor, digital, and in-store.

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