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: CarvaanBrand owner: Saregama IndiaLead agency: The WombCountry: IndiaIndustries: Music & theatreMedia 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 flattened out. Licensing revenues and online sales had tapered off. Our client's brief to us was simple: "help us make money from our old assets...

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