Sonata goes for image make over

Sonata, the largest selling watch brand from Titan Industries, with sales volume of over 37 lakh watches, is going in for a personality and character make over.

Sonata primarily operates in the sub Rs 1,000 watch market. It is the largest selling watch brand in the country with a volume growth of 27 per cent over the previous year.

The current share of Sonata in its target market is 35 per cent.

Also the company is gearing up to increase its retail presence in the country. Uttar Pradesh, Maharashtra, West Bengal, Tamil Nadu, Bihar are some of the big contributing states for Sonata.

According to C Srinivasan, business head, Sonata, the company is launching a new campaign aimed at building an emotional connect with consumers through a mix of media consisting of TV, print, radio and hoardings.

"The campaign titled 'Waqt se do kadam aage' will impart a new brand identity and provide more than just a product differentiation from the grey market," he added.