Campaign details

Brand: Carvaan
Brand owner: Saregama India
Lead agency: The Womb
Country: India
Industries: Music & theatre
Media channels: Packaging & design 
Budget: No budget

Executive summary

Saregama, India's oldest music company, with more than 100,000 songs in its bank, had stopped investing in new content for the last couple of decades. And, as a result of the nation's population growing younger, its growth from old assets had flattened out. Licensing revenues and online sales had tapered off. Our client's brief to us was simple: "help us make money from our old assets in a young country".

Instead of a typical advertising campaign, our solution was a mainstream, no gimmicks product that went viral on its own.

This case is about how a client-agency partnership solved an almost terminal marketing problem, and, through a disruptive idea, created Carvaan, a 'viral product'. And how Carvaan created a new substantial revenue stream within six months of launch, helping Saregama's share price go up by 250%. All this, without a dollar spent on advertising!

Market background and objectives