The Womb refreshes ‘first love’ for Saregama Carvaan’s first TV campaign
Saregama has launched its first television campaign for Carvaan, the new category-busting product that has already won rave reviews. Conceptualised by The Womb, the campaign features 3 mother-child relationships across 3 television spots. All of them bring alive the joy, the elderly recipients feel when they receive Carvaan as a gift from their children.
Watch the TVCs:
Carvaan is a digital audio player in a retro physical form. It features 5,000 curated songs – searchable across artistes, moods and genres. This allows the users to have the ideal lean-back non-interactive experience ala 70s Vividh Bharti radio. It also has the entire collection of Ameen Sayani’s Geetmala, FM Radio, Bluetooth connectivity and USB drive.
Commenting on the new campaign, Vikram Mehra, CEO, Saregama, said, “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 added, “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.”
Navin Talreja, Founding Partner, The Womb, had this to say, “‘Carvaan is God’s gift to us’ – was one of the comments we heard in Lucknow. People shared their videos experiencing the product with us. We simply wanted to bring this product experience alive for the masses.”
Elaborating on the campaign, Kawal Shoor, Founding Partner, The Womb, said, “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.”
Akshat Trivedi, Creative Partner, The Womb, added here, “With its 5,000 song bank and Ameen Sayani’s Geetmala, Carvaan would appeal to all elders in the family. We just wanted to be sharper and focus on that most precious of all relationships – that of the mother and her children. And hasn’t she been the first love for every single Indian child?”
“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,” said Amit Sharma, Director, Chrome Pictures.
Ad Agency: The Womb
Co-Founders of The Womb: Navin Talreja & Kawal Shoor
Creative Team: Akshat Trivedi & Brijesh Parmar
Account Management: Heval Patel & Dhrupad Gokani
Creative Strategist: Rohit Sharma
Managing Director, Saregama: Vikram Mehra
VP Sales and Marketing: Kumar Ajit
Chief Manager Digital Marketing: Prithwiraj Choudhury
Director: Amit Sharma
Producer: Poonam Wahi