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Mission Mangal associates with Sonata emphasizes brand’s philosophy of ‘Khud Par Yakeen’

MediaInfoline August 9, 2019
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Campaign Name: Sonata Mission Mangal Collection

What is the TG for this ad: Men and women across the country interested in Mission Mangal

Business objective: To associate with Mission Mangal to showcase and spread awareness about the range of Sonata’s womens watches.

What’s new in this film: This campaign is the first of its kind for the brand – being the first one where we are co branding with a film. This association is unique owing to the stellar coordination between the brand, Fox Star Studios, our creative partner DDB Mudra and Mates India (a unit of Madison world) who finally helped tie it all together. Bytes from the leading ladies from the film – Vidya Balan and Taapsee Pannu along with a seamless integration with scenes from Mission Mangal lend credibility to our products and offer a compelling proposition to the consumer.

Quote from the Sonata spokesperson: Sonata, India’s largest-selling watch brand symbolizes the self-belief of the common Indian. The brand’s credo of ‘Khud Par Yakeen’, exhorts people to work towards their dreams, taking on every challenge that comes their way. Sonata is also unique in the watch category, as every other customer of the brand is a woman. For us, every woman personifies our values of uninhibited aspiration and unflinching resolve.

“Mission Mangal is a fantastic story that ignites the dreams of a billion Indians through the dedication of the Mangalyaan team. And it’s a matter of great pride what the ingenuity and perseverance of this team, driven by women scientists achieved. In celebrating this spirit, Sonata is glad to partner with Mission Mangal, that brings alive the Indian spirit of enterprise, grit and belief to achieve something that the world looks up to” said Mr. Utkarsh Thakur, Marketing Head, Sonata & SF. 

Quote from Team Mission Mangal: Mr. Jagan Shakti, Director, Mission Mangal said “We are delighted to partner with India’s largest selling watch brand, Sonata, a Tata product. The Sonata values of aspiration, dependability, authenticity and Indian in spirit are the same that drive the story of Mission Mangal, and hence, this partnership is the coming together of two similar mind-sets.”

Mr. Sooraj Bhalla Founder and CEO Mates, a Unit of Madison World said, “Sonata is the largest watch brand in India. As a leader, Sonata prides for the great design and quality that it offers to millions of Indians. The association with Mission Mangal through the content marketing is an innovative approach to engage with our customers and re-emphasize the brand philosophy of ‘Khud Par Yakeen’. The launch of the new ‘Sonata – Mission Mangal Ladies Collection’ adds another dimension to the partnership – a first in the wrist watches category.”

Creative Agency

  • Created by: DDB Mudra Pvt. Ltd.
  • National Creative Director: Rahul Mathew
  • Creative Head: South: Vishnu Srivatsav
  • Senior Creative Director: George Sebastian, Hemangi Chatterjee, S Kanickraj , Smiju Kunnummal, Sayok Ray
  • President and Managing Partner: South: Ranji Cherian
  • Account Management: Nahum Jacob and Pankaj Kundal
  • Planning: Amit Kekre, Phalgun Reddy and Atyukti Pachauri

Branded Content Integration Agency:Mates, A Unit of Madison World

  • Founder and CEO: Sooraj Bhalla
  • Account Management: Aditi Maheshwari and Ishita Gupta

Mission Mangal Production:

  • Production House: Fox Star Studios, Cape Of Good Films and Hope Productions
    Director: Mr. Jagan Shakti
  • Producer: Fox Star Studios , Cape of Good Films and Hope Productions.
  • Director of Photography: S. Ravi Varman (ISC)
  • Music: Amit Trivedi
    Cast: Akshay Kumar, Vidya Balan, Sonakshi Sinha, Taapsee Pannu, Sharman Joshi, Kriti Kulhari, Nithya Menon

Link to view the film: here

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