‘Noise or music?’ asks Saregama Carvaan’s crackling festive ad

Moving over synthetic families wearing silk garments and plastic smiles that are seen in most Diwali ads, Saregama Carvaan with its festive campaign has brought in a point of view with its recent ad

e4m by Misbaah Mansuri
Updated: Oct 16, 2018 8:43 AM
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As Diwali inches closer, brands offer a variety of ads on the platter. However, usually the creative communication over the years has been high decibel and mostly about deals. Moving over synthetic families wearing silk garments and plastic smiles that are seen in most Diwali ads, Saregama Carvaan with its festive campaign has brought in a point of view with its recent ad. Resolving the conflict between ‘noise and music’ the spot shows how the ‘noisy’ side of the festival can be replaced by music.

Resolving the conflict between ‘noise and music’

Ajit Kumar, Vice-President – Sales & Marketing, Saregama India Pvt Ltd said that the 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. According to Navin Talreja, Co-Founder, The Womb, the challenge was to find a unique point of view and a distinct voice for the brand amidst all the Diwali sameness. “The festive season is gifting time and many brands leverage the same. Shor ya sangeet’ came from there and we believe that this platform can be owned only by a soulful music brand like Saregama Carvaan,” he stated.

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.”

Prakash Varma – Director, Nirvana Films, concluded, “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.”

Sparkly or not?

The ad execution is beautiful and brings a string of emotions with it. It breaks the clutter of the conventional Diwali communication by raising an interesting question of choosing between 'noise and music’. Showing how the noise can scare animals and be substituted by music instead makes the ad endearing, genuine and relatable. The strong insight it stems from and the way it communicates to its target audience, like the brand's previous campaigns, can fetch it 'top-of-the-mind brand recall'. The beautiful brand storytelling and the way the product is integrated in the ad makes it hit all the right musical notes!
 

 

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