The first ever campaign by Saregama definitely seems to have tugged even at the most cynical of heartstrings. A number of people on social media are sharing how it touched them. The brand launched the digital and TV film, which has been conceptualised by The Womb, for Saregama Carvaan, a portable digital audio player with in-built stereo speakers and 5000 evergreen Hindi songs.
In conversation with exchange4media, Vikram Mehra, Managing Director, Saregama India, opened up about the genesis of Carvaan, the trigger behind the brand’sfirst-ever campaign and plans ahead to ramp up.
Mehra said that the genesis of Carvaan took shape from an extensive research conducted early in 2015 on the music consumption patterns across different age groups. “There was unanimous reaction amongst the older age group that they find it very difficult to consume music of their choice in an easy and accessible way. People who have grown up on old Hindi songs, who unfortunately with the death of cassettes and then CD’s, aren’t able to hear these songs the way they want. Especially as they’re not as digitally savvy as the younger generation to download apps, search for songs, etc.,” he revealed.
The brand wanted to position the product as a gifting item and Mehra said that this insight was taken seriously while planning the film. “A consumer insight we are tapping into is the want of younger working people living away from parents to gift something different, more personal and emotional to their parents on their birthdays, wedding anniversary, Diwali, New Year, etc.,” added Mehra, who acknowledged that when it came to positioning the product through the ad, they know that every marketer worth his ROI today wants to market to the millennials.
“With the Carvaan campaign, we are using the younger age group as the essential buyer who will purchase the product as a gift for their parents and seniors, theolder age group and people above the age of 35, who then become our primary user. It’s a product that finds resonance across people living in metros and non-metros. Anyone from eight to 80 years of age will find the product simple to use,” he said.
Mehra said that the research findings triggered the campaign and wanted the brand to communicate the same to its users. “Carvaan has also come up with a smaller version, Carvaan Mini, which has 251 of the best evergreen classics from the legends: Lata, Asha, Kishore, Rafi and Mukesh. We will be launching different variants of Carvaan for regional markets, like the Carvaan Tamil, etc. in the coming week,” he said about his scaling plans.
Industry experts who spoke to exchange4media, lauded the ad campaign for its impactful storytelling and execution. However, they believe that it will be interesting to see if it drives people to purchase the product.
Rajiv Dhingra, CEO, WATConsult, said that the ad campaign boasts of very good storytelling and a theme that anyone who has a loved one and has lost them can connect with. “It has music throughout the film and connects it in the end with the product. It has also targeted the right audience and the non-digital, above 51-year-olds in the Tier I and Tier II markets. From that side, the imagery is bang on and it has many layers to its storytelling which could do well for the product,” said Dhingra. However, he said it’s important from a media stand-point that the brand targets people (those between 25-35 years old) who have parents in the other category, so it drives them to buy it and the advertising gets converted to good sales for the brand.
Sanjay Mehta, Jt. CEO at Mirum, said that while the story-telling is amazing and it has a nostalgia factor attached to it, there were two aspects which concern him. “It is a little over-the-edge in terms of showing death as a part of the nostalgia trip. It’s a risk. However, having said that, advertising is all about risks. Apart from that, I am very keen to know how it’s impacting the actual sales because with today’s era, where music is available on the go, will it actually persuade people to buy theproduct?” questioned Mehta.
TVC link: https://youtu.be/6SkV6W-omGE
Client: Vikram Mehra – MD, Saregama,
Director: Amit Sharma- Chrome Pictures
Ad Agency: The Womb
Leadership: Navin Talreja & Kawal Shoor
Creative: Brijesh Parmar, Nikhil Mehrotra
Account Management: Heval Patel, Aditya Patvv