Do Saregama Carvaan’s new ad films hit the right notes this festive season?
Ad Industry experts share their views on the latest Saregama Carvaan campaign conceptualised by The Womb
Published - Oct 16, 2019 9:02 AM Updated: Oct 16, 2019 4:49 PM
Saregama Carvaan has launched a six ad film series in their #KyaHaiIsme campaign. Recently, the brand has launched two new ad films for this festive season. The new campaign showcases the tale of every household and how Carvaan adds a dash of magic to these special moments with its soulful music. The ad films have been conceptualised by ‘The Womb’ and the Director and Actor of Badhaai Ho, Gajraj Rao. The Diwali campaign showcases the day to day stories of a consumer’s home bringing alive the feeling of nostalgia through an interesting and funny narrative. The all-new campaigns throw light on family bonding through a product like Carvaan, making it an ideal gift for every occasion.
We spoke to Industry experts to know whether the ad films were effective in garnering consumer attention, instil brand recall and if it was clutter-breaking to stand out from a myriad of Diwali ad campaigns.
Shourya Ray Chaudhuri, Managing Partner & Creative Head, Tonic Worldwide, feels the brand's previous TVCs worked better for resonance as well as tone, but unfortunately, this one does neither. Chaudhuri remarks, “There's a lot left wanting from this TVC. If we are looking at a festive break, maybe bring elements of erstwhile Diwali in the fray. The product has so many features that can be dialled up for the festive effect. Whatever it is, this present TVC does nothing for the brand or product.”
Talking about whether this campaign stands out in terms of the array of Diwali ad films, Chaudhuri says it doesn’t. “There is little in terms of festive fervour in this TVC. There is so much to do in terms of the product features or overall promise that has been left out of the TVC”, stated Chaudhuri.
Overall, Chaudhuri thinks the brand and product have worked hard in the past for anchoring the benefits of the product to its target audience. Chaudhuri says, “The need of the hour was to draw up the gifting aspect using the festive fervour as the base. However, the present campaign does neither.”
Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi feels that Diwali gifting is a crowded space. "Instead of telling a new story, this campaign reinforces the product positioning as a gifting option. It's a reminder campaign with a simple message. The biggest thing going for it is the casting that adds to the continuity and will help to create recall efficiently. Though not very creative, it's an effective campaign that will do the job provided there is decent media exposure", commented Bhat.
Alvin D’souza, Managing Director, 121XP says that the festive season is a time for gifting and many brands are leveraging this opportunity. "The film breaks the clutter of a conventional Diwali film by bringing alive the essence of nostalgia which the product carries. The strong insight it stems from and the way it communicates to its target audience, like the brand's previous campaigns, will fetch its 'top-of-the-mind brand recall", remarks D'souza.
Does this stand out in the pool of festive ads? D'souza states, "With a variety of ads on the platter which are either loud or deal-oriented, these films have bought in a unique point of view which is very genuine and relatable to the target audience."
"The narrative is beautiful and brings a string of emotions with it. Loved the seamless product integration", commented D'souza.
Sharing his views on the ad films, Ankit Nalotia, Founder, Mo Mantra said, "The natural mannerisms of the parents portrayed in the ad are endearing and the brand is successful in establishing an instant connect with the audience. Though one may debate that the campaign lacks the festive feel, in my opinion, this is a sort of testimonial campaign where the objective is to showcase sentiments of the existing users enjoying the product thus endorsing that Carvaan is a perfect gift for your parents this Diwali. Having said that, there was scope for the film to have better festive designs on the end slate."
Finally for Chandramouli Saregama’s ad film is a marvellous story of an organisation’s rapid adaptation to new age media and technologies to not only stave off possible obsolescence but to create phenomenal growth. “This creativity was also visible in its ads, and knowing that the product is largely a gift purchase, they have targeted the ad well. However, could have approached the festive season more aggressively and directly as it may have had more impact”, shares Chandramouli.
You can watch the ad films here:
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