MAM

Saregama makes digital audio players cool again

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MUMBAI: There is nothing that moves India like music and when it comes to music, who would disagree that songs from the 50s, 60s, 70s, and even the 80s have touched India like few other things have. Several generations have grown up on singers like Rafi, Lata, Mukesh, Kishore, Sahir, Majrooh, RD, and they became such a part of our lives that they are referred to by their first names. And yet, today, we struggle to get access to their songs. The 40+ Indian living in smaller towns today is not very comfortable with the contemporary music media – be it smartphones, memory sticks, or download options.

Saregama has launched its first ever digital and TV film for its hot new product - a portable digital audio player with in-built stereo speakers and 5000 evergreen Hindi songs inside called Saregama Carvaan.

Saregama wanted to capture and portray the depth of emotions and the role that music, and by its extension Carvaan can play in people’s lives. Ad agency The Womb wanted to stay away from the casual, the flippant, or the superficially happy-clappy world of gifting advertising.

The film showcases the couple as they move through life and how a song is an integral part of their relationship. It is the husband’s stress buster, it is his solace, his happiness and joy. It is also his ‘lori’! Until one day, the wife passes away and the song ceases to exist. The son has observed the song, its role in the relationship of his parents and how troubled is his father. He brings along Carvaan as a gift which may never replace the mother but most surely can bring the song and associated memories back to life.

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