Carvaan: Why not an innovation for the old?

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

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 populati

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