Campaign India Team
Oct 15, 2018

Pick music, not noise says Saregama in Carvaan Diwali campaign

Watch the film conceptualised by The Womb here

Saregama has rolled out the Diwali campaign for Carvaan, the music player with 5,000 Bollywood songs pre-loaded. 
Conceptualised by The Womb, the film shows a man returning to his house amidst the sound of noisy crackers in the neighbourhood. He rushes to shut the windows to reduce the impact of the crackers. The noise is bother his pet dog as he's shown hiding under a bed. He shuts all the windows and puts on the Carvaan, which was gifted to him by his child. The soothing music calms the dog too.    
Ajit Kumar, VP – sales and marketing, Saregama India, said, "Diwali is the gifting season of India and Carvaan is a perfect gift which young people can give to their parents and elders during this season. Our brief to The Womb team was to create an ad which is clutter breaking and have the essence of huge nostalgia which the product carries."
Navin Talreja, co-founder, The Womb, said, “The festive season is gifting time and many brands leverage the same. The challenge we set ourselves was to find a unique point of view and a distinct voice for the brand amidst all the Diwali sameness. ‘Shor ya sangeet’ came from there and we believe that this platform can be owned only by a soulful music brand like Saregama Carvaan.”
Kawal Shoor, co-founder, The Womb, added, “Carvaan’s primary audiences are young, working sons and daughters – to buy Carvaan for their parents and elders. And the modern young workforce in India has a progressive mindset, unconstrained by the baggage of the past. To appeal to the young, Carvaan needed a young, progressive point-of-view. ‘Shor ya sangeet’ is our attempt to suggest that there can be a more meaningful way to connect with the young other than using yo-kids, high-fives, and all the stereotypes marketing uses to make brands youthful. Everyone has a soul, and the youth, more so. And it helps that Carvaan’s point-of-view also connects beautifully with the elderly.”
Akshat Trivedi, creative partner, The Womb, said, “Every 'good' point of view becomes 'great' when expressed at the right time." 
Client: Saregama
MD: Vikram Mehra
VP sales and marketing: Kumar Ajit
Creative agency: The Womb
Founders: Navin Talreja and Kawal Shoor
Creative: Akshat Trivedi
Account management: Heval Patel
Creative strategist: Rohit Sharma
Production house: Nirvana Films
Director: Prakash Varma
Producer: Sneha Iype and Manjeet Bawa
Campaign India

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