Carvaan: How about creating viral products instead?

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Campaign details

Brand: Carvaan Brand owner: Saregama India Lead agency: The Womb Country: India Industries: Music & theatre Media channels: Packaging & design  Budget: No budget

Executive summary

Saregama, India's oldest music company, with more than 100,000 songs in its bank, had stopped investing in new content for the last couple of decades. And, as a result of the nation's population growing younger, its growth from old assets had flatten

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands