Musical Time Machine

Saregama Carvaan promises to transport its listeners back to their youth

A mother video calls her daughter while dancing to Hansta Hua Noorani Chehra. Another mother gasps to catch her breath after grooving to the beats of Bol Baby Bol Rock N Roll. And yet another lets her hair down and swings along to Ude Jab Jab Zulfen Teri. 

Saregama Carvaan, launched in 2017, claims to be tailor-made for our mothers. “The whole idea was focused on bringing alive the product experience in its simplest and most relatable fashion,” says Vikram Mehra, MD, Saregama India. Carvaan is a treasure trove of the best songs from yesteryears. The ad campaign leverages the eve of Mother’s Day to get the message across — the first love of our lives, our mothers, deserve to be gifted with a slice of their youth, albeit in the form of retro Hindi songs. Saregama Carvaan is a digital audio player with an in-built stereo, 5,000 evergreen Hindi songs and the complete Ameen Sayani’s Geetmala.

“This campaign evolved in the drawing rooms of early Carvaan owners. When we met them, we saw how an hour with Carvaan everyday lifted their sagging spirit. We wanted to capture that in our first television campaign,” says Kawal Shoor, co-founder, The Womb.

The ads aptly target the two important audiences: the key buyers (children) and the key users (parents) and convinces us to bring a little zeal back into the lives of our mothers with some throwback music