In India, over 10 million weddings take place every year. The Womb, an advertising and innovations agency, identified this as an opportunity to position Carvaan as a perfect gift.
In North India, the meeting of key family members of the bride and the groom on the day of the wedding is called ‘milni’. This function is carried out by the bride’s family by handing out different gifts to the groom’s family. The challenge for Womb was to position Carvaan within the setting of ‘milni’.
Saregama Carvaan as a gift makes one come across as a thoughtful gift for someone who has eschewed more mundane and regular gifts in favour of something that touches the heart.
Kawal Shoor
Kawal Shoor, Co-Founder, The Womb, said, “We thought this was a great way to position Carvaan within the ritual of ‘Milni’. Such rituals inherently bring along a lot of awkwardness within the family members. Milni is like a marriage of two families, you have no option but to like each other. Mostly forcibly! And Carvaan with its 5,000 evergreen songs can be the ice-breaker and the thoughtfulness of the gift makes it easier to like the other person.”
Carvaan is a portable digital audio player with in-built stereo speakers and 5,000 evergreen Hindi songs inside.
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