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Our Bureau

Bangalore , Oct. 7

SONATA, the country's largest selling watch brand from the Tata stable, is kicking off a new advertising campaign that positions the Sonata brand as an aspiration watch for its target group.

The campaign, titled Waqt se do kadam aage is moving away from Sonata's message of functional benefits to building a differential through an aspiration message for its buyers, said Mr C. Srinivasan, Business Head, Sonata.

The new campaign is based on the insight that respect comes automatically to people who progress in life and are successful. In the past we have undertaken significant initiatives including expansion of our retail network and special festive offerings aimed at delivering enhanced value to our customers. This new initiative seeks to build on the core platform of trust and no compromise by establishing an emotional bond with the consumers thereby creating pride of ownership for the brand,'' said Mr Srinivasan. The new campaign will use a mix of media consisting of TV, print, radio and hoardings.

"We are looking to create a space for Sonata and communicating to our target group — 25-40-year-olds in B, C and D cities and R1 and R2 rural markets, that they should own a Sonata as they attain success in life.

Sonata expects to maintain its 27 per cent growth rate, having sold 37 lakh watches last year. "Volume growth will come from the lower end of the range (Rs 300-1,250) and although the company is not planning any price changes, it expects to increase its distribution network by 15 per cent compared to the 10,500 retail outlets it had at the end of the last fiscal.

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