Saregama Caravaan raises a toast to bridging the cross-culture gap this wedding season

The brand has explored the concept of the Punjabi marriage ritual of 'Milni' through a cross-cultural wedding in its recent spot.

In this, the 21st century, the 'Wedding Gift' need not have to be the usual glassware, silver utensils, toasters, microwaves, vases etc. There are a plethora of interesting ideas out there and Saregama hints at one in their latest TVC tilted 'Shaadi ka naya gift'.

The recent TVC

In a cross-cultural wedding setting, Saregama's new minute-long (almost!) ad film for its portable digital audio player - Carvaan, aims at striking the right chord by ditching mundane wedding gift ideas. The film has been conceptualised by The Womb and directed by Chrome Pictures' Amit Sharma.

The brand has traditionally showcased itself as an ideal gift option from its initial launch. This time around it identifies and plays around with the popular Punjabi marriage ritual of 'Milni', where the meeting of the key family members of the bride and the groom, on the day of the wedding takes place. The TVC showcases a South-Indian family gifting a Carvaan player to the groom's family who is North-Indian.

The brand tries to position Carvaan within the setting of the 'Milni', which inherently tends to bring along some awkwardness between family members.

The ad world hasn't shied away from depicting the perennial cultural dichotomy between the North and South of India, where both have traditionally viewed themselves as polar opposites.

Credits:

The Womb

Co- Founders: Navin Talreja & Kawal Shoor

Creative: Akshat Trivedi & Brijesh Parmar

Account Management: Heval Patel

Creative Strategist: Rohit Sharma

Client

Saregama:

MD: Vikram Mehra

VP Sales and Marketing: Kumar Ajit

Production:

Chrome Pictures

Director: Amit Sharma

Producer: Poonam Shukla

A look at the brand's advertising journey so far:

In this 'Shor ya sangeet' ad, the brand punches its message with a point-of-view on the way we celebrate Diwali

Bidaai ad

Glasses and Soda ad

Brother - Sister ad

Let's take a quick look at some of the ads which have somewhat dealt with the North-South cultural stereotype in the past.

For this 2012 "Romba Solid" TVC, Mahindra 2 Wheelers roped in Tamil actor Karan, who plays the role of a customer for the test ride of Duro with Kareena Kapoor, a bubbly sales girl

Canara Bank ad - South Indian woman learns Punjabi

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