Titan Sonata gets into the ACT on safety, for women to pursue their dreams

Sonata, a watch brand from Titan Company, has rolled out a line of safety watches called ACT – App-Enabled Coordinates Tracker. A film conceptualised by Lowe Lintas promotes the same.

 

In the wee hours of the morning, a couple and their sleeping young girl take their seats at a bus station. Next to them are two women athletes. As the lady and the athletes converse, it's revealed that the two women are going for national selections. The man shows his concern about them travelling so late at night, by themselves. The women look unconcerned. When he goes to buy water, his wife asks the athletes whether their family members would be worried. Replying in the negative, they say they're travelling with relatives in any case. The woman looks around but sees no one else. One of the athletes moves across to show the new Sonata watch. She explains that a safety function can be activated by pressing a button -- it alerts a group of upto 10 designated numbers via SMS. The product features are showcased, as the athletes are on their way in a bus. Back at the station, the lady tells her husband that women will get far ahead.

 

Suparna Mitra, CMO, 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.”

 

Rajesh Ramaswamy, executive director, MullenLowe Linas, said, "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 the many women in our country who remain focused on their goals, despite the everyday issues they face concerning their safety. We decided to celebrate this resilience through a simple story of two sportswomen."

 

The campaign broke on 9 December 2016.

 

Credits:

 

Client: Titan

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

Post production head: Jigar Joshi