Saregama's campaign touches on the elderly's need for entertainment in lockdown

Saregama has launched a digital campaign that subtly talks about the emotionally and physically draining times for the elderly amid the lockdown. 

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The campaign has been ideated and created by Saregama’s team along with its agency partner, The Womb, sitting at home during the lockdown period with no compromise on the quality. 

The lockdown has impacted every individual in more ways than one, the elderly the most. In times to come, life may become normal for most but not for the elderly as there would still be restrictions on their movement outside. Their routine walks or visiting parks or meeting their group of family/ friends will be limited, causing lot of physical and emotional disturbance. The latest campaign by Saregama focusses sharply on this insight and launched its new digital film — Jo Abhi Bahar Nahi Ja Sakte Unke liye Ghar Le Aaye — Saregama Carvaan.  

The campaign reflects on the nostalgic days of summer vacation and how parents always had a solution to lighten up our days lazed with boredom. Be it in the form of a video game or any other entertainment, they have always made sure that there was a smile on our faces. Now, when they are stuck at home with almost no social life and very limited means of entertainment, this is a time for children to do something for their parents. 

The campaign touches on the need for entertainment in elderly people’s lives and how powerful music can be for them to sail them through the current situation. Saregama Carvaan is a best gift for this generation which gets to relive the nostalgia and at the same time helps to break away from the monotony of daily life. 

Saregama Carvaan comes pre-loaded with 5,000 evergreen songs, and is available for home delivery across online platforms and stores.

Formerly known as The Gramophone Company of India Ltd, Saregama India owns the largest music archives in India, one of the biggest in the world.  The ownership of nearly 50 per cent of all the music ever recorded in India makes Saregama the most authoritative repository of the country’s musical heritage. Saregama has also has expanded into other branches of entertainment — publishing, film production and digital content.

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