hile Titan Industries is best known in watches for its brand of the same name, it sells the largest numbers under the brand name Sonata. While it also has a third brand, Fastrack, aimed at the youth, Sonata is its lower-end range of wrist watches. And now Sonata is changing the tenor of its communication.

Remember the television commercial which shows a couple being gifted as cheap imitation watch that doesn't work, on Diwali? The recipients' children promptly nickname the presenter the Ghatiya Ghadi Wale uncle. The message behind that ad was that consumers would be better off with a Sonata than something picked up from the grey market. ... more