Campaign details

Brand: Carvaan
Brand owner: Saregama
Lead agency: The Womb
Country: India
Industries: Music & theatre
Media channels: Packaging & design
Budget: Up to 500k

Executive summary

Saregama, formerly HMV India, is India's oldest music company. While it has a monumental bank of 117,000 songs, it had stopped investing in new content for the last couple of decades. With no relevant content for the young, and India's young population growing rapidly, Saregama's growth from old assets had flattened out due to declining licensing revenues and online sales.

Saregama's brief: Help us monetise our assets.

Saregama's real brief: Help us make money from our old assets in a young country.

Typical communications agency solution: A 'campaign'. Possibly a memorable campaign.