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

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Last updated : January 14, 2019 05:42 AM
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'.

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:

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 feedback/comments, please write to newsteam@afaqs.com

First Published : January 09, 2019 04:54 AM

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