Mumbai : There are over 10 million weddings in India every year. Increasing by 30% year on year & a lot of gifting happens during this season. The Womb identified this as an opportunity to position Carvaan as a perfect gift.
It was important that the brand identified an existing gifting moment rather than create a new one. In North India, the meeting of the key family members of the Bride and the Groom on the day of the wedding is called ‘milni’. This is carried out by the Bride’s family handing out gifts like Suitings, Watches, etc to the Groom’s family. The challenge was to position Carvaan within the setting of ‘milni’.
Saregama Carvaan as a gift makes one come across as a thoughtful gift or someone who has eschewed more mundane and regular gifts in favour of something that touches the heart.
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 the marriage of two families, you have no option but to like each other. Mostly forcibly! & Carvaan with its 5000 evergreen songs can be the ice breaker and the thoughtfulness of the gift makes it more easier to like the other person.”
Co- Founders: Navin Talreja & Kawal Shoor
Creative: Akshat Trivedi & Brijesh Parmar
Account Management: Heval Patel
Creative Strategist: Rohit Sharma
MD: Vikram Mehra
VP Sales and Marketing: Kumar Ajit
Production: Chrome Pictures
Director: Amit Sharma
Producer: Poonam Shukla