Weekend Watch: Carvaan moms burn the dance floor

Saregama has rolled out the first television campaign for its recently launched Carvaan. 

 

The campaign has been conceptualised by The Womb and features three films. All three show elderly women enjoying classic Bollywood music as the Saregama Carvaan is pitched as the ultimate gift a child can give mothers. 

 

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. 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, said, “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.”

 

Kawal Shoor, founding partner, The Womb, added, “Very simple and hopefully charming on the face of it, this campaign was actually tricky to conceptualize. 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, said, “With its 5000 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?”

 

CREDITS:

 

Client: Saregama Carvaan

Managing Director, Saregama: Vikram Mehra 

VP - sales and marketing: Kumar Ajit

Chief manager digital marketing: Prithwiraj Choudhury

Advertising agency: The Womb

Co-founders: Navin Talreja and Kawal Shoor

Creative team: Akshat Trivedi and Brijesh Parmar

Account management: Heval Patel and Dhrupad Gokani

Creative strategist: Rohit Sharma

Production house: Chrome Pictures

Director: Amit Sharma

Producer: Poonam Wahi