The Wombâ€™s entry to the Cannes Lions International Festival of Creativity this year is the first campaign for Saregamaâ€™s Carvaan.
The ad film for the portable digital audio player that comes with 5000 evergreen film songs was an instant hit among those who have grown up on melodies from the 60â€™s-70â€™s.
Saregama observed that there was a market for Carvaan among the middle-aged. The challenge was with marketing the product to the technophobic older demographic. This issue was resolved by positioning Saregama Carvaan as the most meaningful gift that the young can give to their elderly, a gift that evokes memories and triggers nostalgia.
The agency came up with a long-format digital film that told a story about enduring love, music, loss, and the balm that music can be in helping people come to terms with the loss. The product was seamlessly integrated into the story, showcasing the role the young can play in helping the elderly reclaim their life, through music and through Carvaan.
The film showcases the couple as they move through life and how a song is an integral part of their relationship. It is the husbandâ€™s stress buster, it is his solace, his happiness and joy. It is also his â€˜loriâ€™! Until one day, the wife passes on and the song ceases to exist. Enter the son who has been observing the song and its role in the relationship of the couple and how troubled the dad is once the wife has passed on and the song no longer exists. He brings along Carvaan as a gift which may never replace the mother but most surely bring the song and associated memories back to life.
The five-minute digital video was adapted to a 60 second television spot.
Watch the film:
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