Category Disruptor Special Award
Carvaan: Why not an innovation for the old
Agency The Womb
Saregama created a new product to monetise its music archive and appeal to older people in India.
Saregama created Carvaan, a new radio with digital music pre-loaded – to serve older people with the older music they loved in a format they were comfortable with.
The campaign led to over 380,000 sales in 11 months, giving Saregama almost USD40m in incremental sales and an increase in net profits of almost 300%.