Televisions, iPods, Radio’s has made it super easy for one to listen to their favourite music. That’s what the elder people from 1950’s and 1980’s had to do until a medium of their choice- Saregama Carvaan took off. Now, they get to relish and relive the music of their choice the first thing in the morning.
Launched in 2017, Carvaan is a digital music player pre-loaded with 5000 songs purely from Saregama’s library, classified on the basis of singers, lyricists, music composers and moods.
Carvaan is a product one can use with ease by changing the songs according to one’s preference. The best strategy chosen by Saregama Carvaan was that they didn’t focus on making it a product for all. Carvaan was targeted at people above 40 years of age who love music but find it too cumbersome to download their favourite songs.
To their surprise, even though the target audience were the elder people, most of the customers were youngsters. It even proved to be the most gifted product for festivals that year.
It was the work of Saregama and The Womb, done together, which made it such a success in the market. With no marketing budgets, the company went forward with the product, depending on The Word- Of- Mouth.
After getting the Product Right, the brand went ahead in launching campaigns for the same. The Music Industry was shook as the product sold 4 lakh units alone in its launch.
Saregama has recently launched a premium version of Carvaan and users can control/access music on Carvaan Premium from a mobile app for Android or iOS. The next growth of Saregama Carvaan is expected from Tier 2 cities. Carvaan’s regional variants will further add to its relevance in the diversified choices and music taste of Indian markets.