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.

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