Campaign India Team
May 15, 2018

Cannes Contenders 2018: The Womb

Believe your entry deserves a Lion? Send us the work and the case

Cannes Contenders 2018: The Womb
With the Cannes Lions International Festival of Creativity 2018 just about a month away, Campaign India returns with its 'Cannes Contender' series.   
 
The premise is:  
 
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before?   
 
Too little. It's up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2018 International Festival of Creativity.  
 
The Womb has one such entry.
 
Saregama Carvaan
 
In a project that involves many ‘firsts’, Saregama launched its first ever digital and TV film for its new product – a portable digital audio player with in-built stereo speakers and 5,000 evergreen Hindi songs inside - Saregama Carvaan. 
 
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 from 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.

Also read:
 

 

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Koshy George joins Marico as CMO
Premium
Mind Your Language launches a service to reproduce national TVCs for South India
Premium
51 minutes ago

Mind Your Language launches a service to reproduce ...

Called Southify, the service pushes translation by seasoned vernacular copywriters and not translators

Premium
British Council calls for 'creative ideas to unite the world'
Premium
1 hour ago

British Council calls for 'creative ideas to unite ...

Competition is open for Indian and UK citizens

Premium
Global new-business revenue increases by 7.5 per cent
Premium
4 hours ago

Global new-business revenue increases by 7.5 per cent

Publicis Groupe and WPP led the charge in 2018.