MUMBAI: Saregama has launched its first TV campaign for Carvaan–the new category-busting product that has already won rave reviews.
The campaign features three mother-child relationships across three TV spots. All of them bring alive the joy, the elderly recipients feel when they receive Carvaan as a gift from their children.
Saregama CEO Vikram Mehra says, “We launched Carvaan last year, and the response from the market has been tremendous. This despite the fact that we were still building our distribution penetration. In fact, Carvaan’s early success has contributed to building our distribution infrastructure. And now that we are ready both on the supply side, as well as on the selling side, we wanted to start building nationwide awareness for what our little beauty can do for tired souls.”
He adds, “And from day one, we have been clear about positioning Carvaan as a gift that today’s generation can give to their parents, and other elders in the family. And that was the brief that Saregama and The Womb jointly signed off on.”
The Womb founding partner Kawal Shoor says, “Very simple and hopefully charming on the face of it, this campaign was actually tricky to conceptualise. We had to keep reminding ourselves that while we may be besotted by our magic machine, which had garnered humongous coverage on social media, the average person in small-town India was not even aware of Carvaan. So our launch campaign had to do justice to what Carvaan is, and can do. And when you have a truly interesting, one-of-a-kind product, you don’t need to get clever with the work. We simply wanted to bring alive the product effect, and through that demonstrate gratification – both for the giver and the receiver of this gift.”
Chrome Pictures director Amit Sharma mentions, “Saregama Carvaan is such a product that it gives you ideas. When The Womb came to us with the scripts, I was excited to do the films. We knew it would work if we could reach out to every son and daughter in the country which meant the artists needed to have the warmth and innocence that you find in a mother and they had to be from the era the songs were from. We chose three very catchy songs of different tastes and energy and made an attempt to stitch the performance, song and the product together.”
