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Saregama Caravan asks to ditch the 'Shor' this Diwali

Carvaan doesn’t have millions to spend like other mega brands

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MUMBAI: Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.

Diwali advertising over the years has been high decibel and mostly about deals. Synthetic families wearing silk garments and plastic smiles are seen in almost every Diwali ad. You do get a campaign here and there that tugs at the heart through emotional stories. But rarely has any brand brought in a point of view to our way of celebrating India’s biggest festival that resonates.

In comes Saregama Carvaan, the new music player with 5000 of the choicest classic Bollywood songs pre-loaded that has taken India by a mini-storm. A small brand with big ambitions, Carvaan doesn’t have millions to spend like other mega brands, so instead has chosen to integrate its message with a point-of-view on the way we celebrate Diwali.

Saregama India VP sales and marketing Ajit Kumar says, “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.”

The Womb co-founder Kawal Shoor adds, “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.”

Nirvana Films Director Prakash Varma mentions, “Carvaan is a special product, and this one is a special film. To make a simple film is rare. I am blessed to have this opportunity. The idea is sensitive, but effective. And the choice of the dog makes it even more special, as ‘indies’ are truly beautiful, and need to be celebrated. A special thanks to Navin, Kawal, Akshat and Heval at The Womb. And none of this would be possible unless creative leaders like Vikram Mehra see the beauty in a simple, effective message.”

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