Mumbai: Saregama launched its first ever digital and TV film for its new product – portable digital audio player with in-built stereo speakers and 5000 evergreen Hindi songs inside – Saregama Carvaan. The digital film went on air on the 18th of November.
Saregama’s Communications – Positioning
It was observed that there was a natural market for Carvaan among the middle-aged and that the older generation who bought Carvaan would love it, but would they suffer technophobia when it comes to buying it? The challenge here was how does one market an innovative product to a middle-aged market? The issue was resolved by positioning Saregama Carvaan as the most meaningful gift that the young can give to their elderly. The gift that evokes memories. The gift that triggers nostalgia.
Saregama Carvaan – The Executions
Music evokes the deepest emotions, and hence it was a given that Saregama Carvaan should capture and portray the depth of emotions and the role that music, and by its extension Carvaan can play in people’s lives. The agency clearly wanted to stay away the casual, the flippant, or the superficially happy-clappy world of gifting advertising. This was no chocolate, this was no shirt. This was music, at its purest.
And that gave the agency the liberty to side-step ‘gifting advertising norms’, and tell an authentic story. Again, a first-of-its-kind story about enduring love, music, loss, and the balm that music can be in helping people come to terms with the loss. And the role the young can play in helping the elderly reclaim their life, through music and through Carvaan.
The film showcases the couple as they move through life and how a song is an integral part of their relationship. It is the husband’s stress buster, it is his solace, his happiness and joy. It is also his ‘lori’! Until one day, the wife passes on and the song ceases to exist. Enter the son who has been observing the song and its role in the relationship of the couple and how troubled the dad is once the wife has passed on and the song no longer exists. He brings along Carvaan as a gift which may never replace the mother but most surely bring the song and associated memories back to life.
A 5 minute digital video, adapted to a 60 second television spot are the lead executions in this campaign.
Link to film
The origin of Saregama Carvaan
There’s nothing that moves India like music. And when it comes to music, who would disagree that songs the 50s, 60s, 70s, and even the 80s have touched India like few other things have. Humanity has grown up on Rafi, Lata, Mukesh, Kishore, Sahir, Majrooh, RD, and they became such a part of our lives that they are referred to by their first names. And yet, today, there’s a generation of Indians who grew up on those songs, who struggle to get access to them. The 40+ Indian living in smaller towns today is not very comfortable with the contemporary music media – be it smartphones, memory sticks, or download options. Research by Saregama or is it The Womb showed that what they needed was their music, in a very accessible yet modern form.
And Saregama Carvaan was born.
What is Saregama Carvaan?
Carvaan is a portable digital audio player with in-built stereo speakers and 5000 evergreen Hindi songs inside. These 5000 songs available on Carvaan have been handpicked using big data and categorised based on singers, lyricists, music composers, moods etc. Each category can be selected by turning a jog-dial. So literally, with a simple turn of a knob, one can switch Kishore Kumar classics to R.D Burman’s pulsating hits, to timeless love songs or to soulful Sufi tracks – all in their original versions, back-to-back without any ads. Carvaan’s music collection also includes the entire Ameen Sayani’s Geetmala countdown collection spanning 50 years.
With the option to tune into FM, Carvaan doubles up as a home radio too. It’s possible to enjoy one’s personal collection of songs by plugging in a USB drive or streaming songs a phone to Carvaan via Bluetooth. It works on a rechargeable battery that lasts up to 5 hours. The product is backed by an all India service network, providing 1-year doorstep warranty support.
Credits
Client: Vikram Mehra – MD, Saregama,
Director: Amit Sharma- Chrome Pictures
Ad Agency: The Womb
Leadership: Navin Talreja & Kawal Shoor
Creative: Brijesh Parmar, Nikhil Mehrotra
Account Management: Heval Patel, Aditya Patil
