Sonata x Gan.AI: Transforming Dealer Outreach

The Customer
Sonata Watches, a brand under Titan Company, is one of India's most popular watch brands, recognized for its stylish, affordable, and durable collections. As part of its festive season celebration, Sonata launched the "Sonata Carnival" to showcase their latest watch collection. The Carnival campaign was designed to attract customers to participating stores across India by highlighting new styles and exclusive offers.

Industry: Watches and Accessories

Service Area: India

Website: sonatawatches.in

Key Results

• Localized Engagement at Scale: Over 5,000 personalized videos created in four languages, each tailored to specific store locations, allowing Sonata to connect with customers across India.

• Natural Personalization: Seamless voice cloning and code-mixed messaging made each video feel like a direct and natural invitation from the brand ambassador, increasing customer engagement.

• Higher Store Foot Traffic: Significant boost in store visits during the Sonata Carnival, driven by targeted messaging and personalization.

The Challenge‍

Sonata faced the challenge of promoting the Sonata Carnival at a hyper-local level, ensuring that each participating store across India received individual attention. They needed a personalized outreach campaign that could resonate with diverse audiences, convey a sense of exclusivity, and encourage customers to visit their nearest store—all without overwhelming the internal marketing teams.

The Solution‍

Sonata Watches partnered with Studio by Gan.AI to deliver personalized video messages to their customers, driving engagement and foot traffic to the stores.

• Hyper-Localized Personalized Videos: With Studio by Gan.AI, Sonata generated over 5,000 personalized videos, each featuring a brand ambassador directly addressing customers by referencing specific store names and locations. These videos made every message feel exclusive to the viewer.
  
  
• Seamless Voice Cloning & Lip-Sync: Studio's AI technology ensured each store name and location callout was seamlessly integrated, making the personalized variables indistinguishable and natural. Brand ambassadors appeared to effortlessly speak both regional languages and English store names like "Jagat Traders" or location names like "Frazer Road."
  
  
• Visual Personalization: Each video ended with a banner providing the contact number and street address of the store.
  
  
• Multi-Language Support: Videos were produced in four major languages—Hindi, Tamil, Bengali, and Malayalam—ensuring a wide regional reach and cultural relevance. The actors featured in the videos were well-known celebrities: Mimi Chakraborty for Bengali, Keerthi Suresh for Tamil & Malayalam, and Rajkummar Rao for Hindi.
  
  
• Optimized Format for Mobile: Videos were shot in a 9:16 vertical format, ideal for mobile viewing. This format made it easy for dealers to share videos directly with customers through messaging apps like WhatsApp or run digital ads targeting local audiences.

Sample Script (Hindi):

"अरे आप लोग अभी तक ऐसे ही बैठे हैं। मैं तो एकदम रेडी। अब ये मत पूछना किस लिए सोनाटा। कार्निवल चल रहा है और इनके फेस्टिव कलेक्शन्स। जल्दी से जाइए स्प्रिंट रिटेलिंग प्राइवेट लिमिटेड पर और विजिट करें। फ्रेजर रोड सून।"

Campaign Execution

Customized Script & Messaging: The videos followed a tailored script in each language, with brand ambassadors introducing the Sonata Carnival, showcasing their favorite watches from the festive collection, and calling out specific store locations with a sense of urgency. This personalized touch aimed to connect with customers and drive them to nearby stores during the limited-time event.‍

Visual Enhancements: In addition to personalized narration, the videos included a banner displaying the store's name and contact information, ensuring all necessary details were conveyed clearly to viewers.‍

Code-Mixed Integration: Personalized messages included seamless integration of English and regional languages, making brand and location names sound natural within the context of each language.

Delivery Method‍

The personalized videos were delivered to Sonata's dealer network, who used these assets to engage their local customer base via WhatsApp. Dealers benefited from these personalized messages, which added a compelling touch to their outreach campaigns.

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