Targeting Zillenials, Sonata launches new identity and product range
National, 12th July, 2024 – Sonata, the largest-selling watch brand in India from Titan Company Ltd, is set to revolutionize the market with its all-new identity and reimagined product line. The new identity is aimed at presenting a modern perspective on design that captures the growing segment of young professionals, especially those in urban and suburban areas at the start of their careers. With a sleek, contemporary look, the new Sonata seeks to enhance the brand’s appeal and excitement, embodying a dynamic new identity that resonates with today’s youth.
As per the industry estimates, India has 260 number of zillenial consumers in India who are earning between 3-4 lacs per annum. Zillennials, bridging younger millennials and older Gen Z, are emerging as key economic drivers with their unique ambitions and values. This generation is challenging traditional norms and reshaping the future landscape, driven by a desire to carve their own success stories and understand a brand’s purpose and vision. Leveraging these insights, Sonata has crafted a refreshed look and identity to meet the specific needs and preferences of this emerging group.
Speaking on the new journey of the brand, Mr. Prateek Gupta, Head of Brand, Sonata said, “We are thrilled to introduce a newly reimagined Sonata which truly embodies the spirit of today’s young dreamers. Our goal is to provide the young upstarts with timepieces that not only enhance their personal style but also serve as a symbol of their journey and accomplishments. We recognize the value they place on quality and style, and our new designs reflect this blend, offering sophisticated style without compromising on accessibility. By aligning with the aspirations and lifestyles of this dynamic demographic, Sonata continues to stand as a partner in their progress, celebrating every milestone and achievement along their journey”.
The new Sonata features modern designs with a collection of 42 styles starting from 1725/-, showcasing vibrant colors and a contemporary design language. Its refined details and sophisticated dials allow upstarts to express their style across different settings, from boardrooms to weekend adventures. Sonata’s refreshed visual identity will be prominently displayed on billboards and digital platforms across markets.
The new Sonata will be available across all Titan World stores, general trade & authorized dealers, major e-commerce portals and on www.sonatawatches.in.