RIGHT ON TIME: THE SCRIPT ROOM’S SONATA WATCHES CAMPAIGN MARRIES STORYTELLING AND STYLE  

The Script Room’s latest campaign for Sonata Watches blends music, narrative, and design to create a multi-sensory experience. With creative leadership from Shaunit, production by Govind and Epitome Films, and collaboration across Sonata’s team, the work celebrates timelessness, inspiration, and artistry—delivering a watch collection that feels both personal and unforgettable. 

In the world of advertising, some campaigns are designed to sell, while others are crafted to linger. The Script Room’s latest work for Sonata Watches belongs firmly in the latter category. It is not just an advertisement; it is a carefully orchestrated piece of storytelling that combines music, narrative, and design to create something that stays with the audience long after the screen fades to black.  

The campaign opens with a promise: watch out for a song that camps in your head, watch out for stories that inspire you to start something new, watch out for a watch collection you cannot look away from. These lines are not mere slogans; they are an invitation into a world where time is not measured only in minutes and hours, but in moments, memories, and emotions.  

At its core, the campaign is about resonance. Sonata Watches, a brand long associated with reliability and accessibility, is repositioned here as a cultural artefact—something that does more than tell the time. It tells a story. The Script Room, known for its narrative-driven approach to advertising, has leaned into this philosophy, creating a campaign that feels both intimate and expansive.  

The creative vision was spearheaded by Shaunit, whose conceptualisation brought the campaign alive. His approach was not to treat the watch as a product, but as a protagonist. In the film, the watch becomes a silent witness to life’s unfolding stories—whether it is the rhythm of a song that refuses to leave your mind, the spark of inspiration that pushes you to begin anew, or the quiet elegance of a design that demands your attention.  

Execution, of course, is as important as vision. For this, Govind and Epitome Films stepped in, ensuring that the campaign’s cinematic quality matched its conceptual ambition. Their work imbues the film with a sense of polish and depth, balancing artistry with accessibility. The visuals are striking without being overwhelming, and the pacing allows the audience to absorb the campaign’s layered messaging.  

Behind the scenes, collaboration was key. Neha Bhatia played a crucial role in seeing the project through, ensuring that the creative intent translated seamlessly into execution. Her involvement underscores the importance of having a steady hand guiding the process, especially in campaigns that aim to balance emotional resonance with brand objectives.  

The Sonata team itself—Ranjani, Srini, Vandana, Sulakshana, and many others—were instrumental in shaping the campaign’s final form. Their openness to experimentation and trust in the creative process allowed The Script Room to push boundaries while staying true to Sonata’s brand ethos. It is a reminder that advertising at its best is not a solitary pursuit but a collective endeavour, where each contributor leaves an imprint on the final work.  

What makes this campaign particularly compelling is its ability to weave together different strands of storytelling. The song, designed to lodge itself in the listener’s mind, acts as an emotional anchor. The stories, crafted to inspire, provide narrative depth. And the watch collection itself, presented with elegance and clarity, grounds the campaign in tangible reality. Together, these elements create a holistic experience that feels immersive rather than transactional.  

In an era where audiences are increasingly sceptical of advertising, campaigns like this stand out because they do not simply demand attention—they earn it. By focusing on storytelling, The Script Room has ensured that Sonata Watches is not just remembered as a brand, but as a companion to life’s moments. The campaign does not shout; it whispers, and in doing so, it becomes unforgettable.  

The timing of the campaign is also significant. As Sonata continues to evolve in a competitive market, this work positions the brand as more than a functional choice. It becomes aspirational, without losing its accessibility. The watches are presented not just as objects of utility, but as symbols of style, inspiration, and emotional connection.  

For The Script Room, this campaign is another testament to its ability to blend creativity with cultural resonance. Known for its narrative-driven approach, the studio has once again demonstrated that advertising can be more than persuasion—it can be art. By collaborating with Sonata and its extended team, they have created a campaign that feels both timely and timeless.  

Ultimately, the success of this campaign lies in its ability to stay with the audience. The song that camps in your head, the story that nudges you to begin something new, the watch that catches your eye—all of these are designed to linger. And in a world where attention is fleeting, that lingering is everything.  

The Script Room’s Sonata Watches campaign is not just right on time; it is right on message. It reminds us that time is not only about what we measure, but about what we remember. And if this campaign is anything to go by, it will be remembered for a long time to come.