New Delhi: Saregama has launched a series of seven films to promote Carvaan, which focuses particularly on the product and the moments it can create everyday with its music. Created by advertising agency The Womb and directed by Chrome Pictures’ Amit Sharma, the ads ‘Kya hai isme’ feature Badhaai Ho fame actor Gajraj Rao explaining to his wife the many benefits of owning a Carvaan.
Saregama India, in May 2017, launched Carvaan, a music player primarily targeted at the older generation with 5,000 pre-loaded retro songs.
Carvaan, an easy-to-operate product, especially for the non-tech savvy music lovers, has been very well accepted and has become an integral part of over a million households. The product is very well distributed across online platforms, modern trade and retail stores spread across the country.
“After its high on emotion campaigns like ‘Aap ke pehle pyaar ke liye, aap ki maa ke liye’, ‘Is diwali aap kya sunnena chahenge shor ya sangeet’, ‘Jinhe aap kabhi keh nahi paaye unhe kahiye thank you’, it was important to highlight Carvaan and its Features in the most simplest manner. This is what our latest campaign is aimed at," said Kumar Ajit, senior vice-president, sales and marketing, Saregama India.
Carvaan advertising largely hinges on nostalgia and has been consistent in the digital as well as television platforms. Most campaigns feature youngsters gifting the Carvaan to their parents bringing alive memories from their past through songs. The brand's first digital ad depicted how music is an integral part of everybody's life, a thought that the brand wanted to cash in. Its first television campaign focussed on mothers and inherent joy one feels seeing them enjoy small moments of life.