ON THE CAMPAIGN CONCEPTUALIZATION: India is a collective country with many relationships playing an integral role in our daily lives. The idea of this campaign was to focus on the inner circle of relationships – dads, sisters, uncles and present Carvaan as an ideal gifting option.
ON PROMOTING CARVAAN AS A GIFTING OPTION: Despite the fact that India is a very large gifting market, gifting choices are very narrow and are usually restricted to clothes, accessories, and the like. In this context, Carvaan presents a unique gifting option, which is not just a physical product, but one which evokes nostalgia and takes people back in time. Moreover, it helps brings songs that were lost, back into the mainstream.
ON DIGITAL AMPLIFICATION OF THE CAMPAIGN: TV and Digital are the two lead mediums we are using, with a lot of social media engagement as well, between different relationships in the inner circle.
ON OTHER FACETS OF THE WOMB’S ASSOCIATION WITH CARVAAN: Our brief was to find new and interesting ways to monetize the music that Saregama owns. So along with campaigns, we engage with the company in the conceptualization and creation of new IPs.