Carvaan: Let's make viral products instead!

Campaign case study: Carvaan: Why not an innovation for the old?
Behind the Effective 100: Saregama&rsquo;s Sweet Sound of Success in India

Saregama, an Indian music company, reaped the rewards of targeting over-50s by launching a new radio product that rediscovered treasured hits and increased revenue from its back catalogue of music.