Sonata gets younger with a new logo, tagline

Titan Industries today re-launched its Sonata brand of watches to give it a more youthful appeal.

The re-branding includes a new logo and tagline, 'Wait Mat Kar', which the company says resonates with the youth today. Sonata also released a new range of watches under its Sonata super fibre brand to go with its new image.

Speaking about the need for re-branding, Harish Bhat, chief operating officer, Titan Watches, says that since the youth are a major force in India today, the re-branding is to connect with this audience base.

''While our market share has continued to increase over the past years, we felt there was a need to renew the brand identity, and further strengthen the link between Sonata and the younger consumers of India,'' he added.

Sonata sells about six million watches per year and Sonata super fibre range has sold about one million watches till date, the company said at the launch.

R Balki, chairman and chief creative officer, Lowe Lintas, which is the agency behind Sonata's new look, says that the youngsters today take matters into their hands rather than wait for someone else.