MUMBAI, INDIA — Sonata, India’s favourite watch brand, celebrates the spirit of hope and optimism this festive season with a hyper-local and multi-channel campaign. The brand launched two regional ad films on TV and Digital, showcasing stories of optimism and progress. With the rise in consumer demand in Tier II, III and IV towns in India, the brand is Sonata to drive the next leg of consumption growth in the fashion and lifestyle space, with a hyper-local and regional approach in content and media.
The films are conceived and produced in regional languages, Tamil and Marathi, celebrating the distinctive cultural nuances of the regions. Sonata’s hyper-local approach adds a unique regional flavour to the brand’s narrative of progress against all odds.
Mr. Subish Sudhakaran, Marketing Head, Sonata on the launch of campaign shared, “Sonata’s festive campaign celebrates hope and optimism underpinning the festive season. Conversations with our consumers revealed that while they had been through a tumultuous time last year, their adaptability and resilience shone through as they found ways to overcome challenges and support their families and communities. Front line fighters, small business owners, employees, all have overcome trying challenges and paved the way to a new dawn. The new festive campaign celebrates this hope and optimism with a hyper local treatment that captures these beautiful and stories in a manner that is more relatable and culturally relevant.”
Mr. Vishnu Srivastav, Regional Creative Head – Advertising and Digital, DDB Mudra South shared, “The country is coming out of a lockdown – and finally we believe our time is in our hands. Our audiences want to feel joy, celebrate, and be themselves again – and this is precisely the time we are heading into a festive season. We have created two hyperlocal films for Sonata and the one for Tamil Nadu being the first of its series that celebrates cultural diversity and regional pride. In the film for Maharashtra, time itself takes a bow before the resilience of the land. The effort was to make a film that will not work anywhere else in the country. So, we made it rich in culture and regional nuance. From filmmakers to casting to the inimitable voice of Gautam Vasudev Menon – for Tamil and Makrand Deshpande – for Maharashtra, we wanted to connect strongly to the ethos and pride.”
Here, we see a business moving forward with the help of a young granddaughter and technology, a group of friends celebrating CSK’s win together once again, a doctor who has joined a celebration after a long, busy time and a couple, who’ve found a moment for themselves outdoors again. There’s a sense of optimism brimming, made possible by proud Tamilians who’ve stuck to their roots and stuck together as a community through tough times.
The objective was to celebrate the roots of Tamil culture which even the youth hold dear and pay tribute to the strong bonds among community that have paved way to a new dawn. The film captures this through beautiful yet relatable stories of positivity that we are now seeing, emerging from the neighborhoods of Tamil Nadu. The voice over, delivered by the renowned director, Vasudev Menon, captures this everlasting Tamil spirit in a natural, free flowing narrative.
Through a young entrepreneur rushing to deliver Purani Poli orders, this film showcases fierce women practicing the ancient martial art of Mardani Khel, a graffiti artist spreading a positive message, and a young woman, a biker, giving an elderly woman a ride through a procession, this film celebrates the resilience of Maharashtra that has helped it leave every adversity behind and look towards the new dawn.
The objective was to celebrate the resilience of Maharashtra by showcasing significant yet young people that represent it best. In this film, time itself takes a bow before the resilience of the land. There’s something about the people here that makes them an unstoppable force, and Sonata salutes that. The goosebump-inducing voice over, delivered by Makrand Deshpande, is not a narration but a poetic reaction to the inspiring spirit of Maharashtra.
CREDITS:
Agency:
Created by: DDB Mudra, Bangalore
Executive Creative Director: Vishnu Srivatsav
Creative Team: Vasanth Poodipeddi, Sayok Ray, George Sebastian, Akshay Shetty T
Account Management: Nahum Jacob, Kiran Nair, Shweta Goyal
Planning: Vivas Nandhakumar, Anuradha Shrivastava
Production (Tamil Film):
Director: Farooq Mohamed
Creative Producers: Hari Prasad Uday & George K Antoney
Executive Producer: Aarabhi Athreya
Narration/Voice-Over: Gautam Vasudev Menon
Director of Photography: Niketh Bommi
Production Design: Selva
Casting Director: Sharanya Spots Talent
Costumes & Stylist: Binita Ramanthan
Music: Madley Blues
Chief AD: Inigo
Assistant Directors: Sriram Rajendran, Hemanth, Yokesh
Junior Producer: Preethi Krishna
Grading: Suresh Ravi (Mango Post, Chennai)
VFX: Mango Post, Chennai
Sound Design: Sync Cinema, Chennai
Sound Mix: Voiceestore, Chennai
Production Manager: Raju
Post Production Supervisor: Sriram Rajendran
Cast: Raghavendra S, Dharani Reddy, Sharnita Ravi, Santhosh S, Ravi Kumar Ganesh, Yashwanth S, Tara, Ramya Ranganathan, A Revathi, Arunadithya
Production (Marathi Film):
Production House: Epitome Productions
Director: Vibhu Puri
Executive Producer: Govind Agrawal/ Manisha Agrawal
Director of Photography: Kabir Tejpal
Voice: Makrand Deshpande
Music: Monty Sharma
Post Production Head: Ghanteshwar Guru
