Brand Update

Desi Brand

Wait Mat Kar - Titan Sonata

Sonata, India’s largest selling watch brand from the house of TATA, announced the make-over of its brand identity with the unveiling of an all new refreshingly vibrant logo and a new brand tagline, ‘Wait Mat Kar’.

Sonata’s tag line “Wait Mat Kar” – reflects the urgency, impatience and go-getter attitude of the youth. The new tag line and logo will be unveiled to consumers through a new campaign for the Sonata Super Fibre collection – an array of “strong, stylish & affordable” watches targeted at “college-going” youngsters. 

Titan launched Sonata in 1997 at price point starting at Rs500 which is having M S Dhoni as its brand ambassador. The company is looking to up distribution in the rural markets, advertising it more, and launching newer models at as low as Rs275 to entice consumers to shift from non-branded watches. 

Of the 13 million watches it sells annually, 6 million are Sonatas. The flagship brand Titan and the youth-oriented Fastrack sell 4 million and 2 million units per year. 

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