Carvaan: Why not an innovation for the old?

Kawal Shoor, Navin Talreja, Heval Patel

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

Campaign details

Brand: CarvaanBrand owner: SaregamaLead agency: The WombCountry: IndiaIndustries: Music & theatreMedia channels: Packaging & designBudget: 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...

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