The Womb has won the Grand Prix in the 2018 Warc Prize for Asian Strategy for its campaign done for Carvaan, a radio with digital music pre-loaded.
The product was designed specifically to exploit the assets of Saregama, India’s oldest music company but one which has not invested in new content for several decades; its back catalogue is firmly focused on Bollywood songs from the 1950s to the 1980s.
Initial, unsuccessful, efforts to persuade a youthful audience to listen to these old songs in a digital format were abandoned in favour of targeting the 250 million people over the age of 50 who would appreciate them – and doing so in a media format that they would feel comfortable with.
In the first 11 months, Saregama sold 389,000 units of Carvaan – with virtually no marketing – reaching a total incremental revenue of $38.9m, and is on course to potentially deliver an incremental revenue of $200m over the next three years.
Commenting on the Grand Prix-winning campaign, jury chair, Shekar Khosla, Chief Commercial Officer, Kellogg's, commented: "This entry captivated the judges - one even bought the product straight away after seeing just one ad.
"Judges admired it for the way in which Saregama's agency, The Womb, had challenged the brief and innovated its way out of it instead of taking the easier - and far more familiar - option of producing a campaign. This not only helped people to remember the brand and engage with it, but the success filtered through to younger music lovers who bought Carvaan sets too."
Now in their eighth year, the awards were judged by an eminent panel of 23 agency- and client- side experts, who selected 16 winning campaigns for global and local brands, which showcase Asia's smartest thinking of breakthrough marketing ideas.
One Grand Prix, three Golds, five Silvers, seven Bronzes, as well as five special awards honouring specific areas of excellence, have been awarded.
India leads with seven winning campaigns including two Gold won by McCann Worldgroup followed by China with three. Indonesia, Malaysia, Philippines, Singapore, South Korea and Thailand have all won one award.
Additionally, five special awards were given to honour specific areas of excellence: The Category Disruptor Award, The Early Adopter Award, The Customer Journey Award, The Local Hero Award and The Research Excellence Award.
The winners of the Warc Prize for Asian Strategy 2018 are: