Background: Saregama, originally known as The Gramophone Company of India, is one of India’s oldest music labels, established in 1901. It played a pivotal role in the Indian music industry, creating a vast catalog of music over the decades. However, the advent of digital music and new distribution channels led to a decline in its traditional business model. The company needed a strategic overhaul to regain its market position and relevance in the digital age.

Marketing Strategy and Revival

1. Downfall and Challenges: With the digital revolution in the early 2000s, the music industry underwent significant changes. The rise of digital music platforms, piracy, and changing consumer behavior led to a decline in physical music sales. Saregama, which had a stronghold in physical formats like vinyl records and cassettes, struggled to adapt to these changes. The company faced dwindling revenues and relevance in a rapidly evolving market.
2. Strategic Repackaging with Carvaan: In 2017, Saregama introduced Carvaan, a portable digital music player pre-loaded with thousands of classic Hindi songs. This innovative product repackaged Saregama’s rich music content in a way that appealed to both nostalgic older audiences and tech-savvy younger consumers. Carvaan’s unique value proposition lay in its simplicity and the nostalgic experience it offered, coupled with modern technology.
3. Branding and Positioning: Carvaan was positioned as a premium product that combined the charm of retro music with the convenience of modern technology. The branding strategy focused on nostalgia, targeting older generations who grew up listening to these classics, as well as younger consumers who appreciated vintage aesthetics. The marketing campaigns highlighted the emotional connection to the music and the ease of use of the device.
4. Product Diversification: Following the success of Carvaan, Saregama expanded the product line to include Carvaan Mini, Carvaan Gold, and region-specific versions with songs in various Indian languages. This diversification helped Saregama cater to different market segments and expand its reach across the country.
5. Digital Integration: Saregama embraced digital platforms by making its extensive music catalog available on streaming services like Spotify, Gaana, and Saavn. Additionally, the company developed its own mobile app, Saregama Classical, targeting aficionados of classical Indian music. This integration ensured that Saregama’s music was accessible to a global audience.
6. Strategic Partnerships: Saregama formed strategic partnerships with telecom operators, online music platforms, and e-commerce sites to enhance the visibility and availability of Carvaan. Collaborations with celebrities and influencers for endorsements also helped boost the product’s credibility and appeal.
7. Marketing Campaigns: Saregama launched multi-channel marketing campaigns to promote Carvaan. These campaigns utilized TV commercials, digital ads, print media, and social media to reach a wide audience. The messaging focused on the emotional appeal of rediscovering timeless music and the convenience of the all-in-one music player.

Campaign Highlights

1. “Woh Khaas Log”: This campaign targeted senior citizens, highlighting their emotional connection with retro music. It featured heartwarming stories of older adults reminiscing about the past while listening to their favorite songs on Carvaan. The campaign successfully struck a chord with the target audience, driving significant sales and engagement.
2. “Saregama Carvaan Lounge”: Saregama launched a YouTube series called “Saregama Carvaan Lounge,” where contemporary artists performed unplugged versions of classic songs. This campaign aimed to bridge the gap between older music lovers and younger audiences, promoting Carvaan as a product for all generations.
3. “Carvaan Mini Legends”: To cater to regional markets, Saregama introduced Carvaan Mini Legends, featuring songs in various Indian languages like Tamil, Telugu, Bengali, and more. The localized marketing campaigns for these products included regional celebrities and influencers, enhancing the product’s appeal across diverse demographics.
4. “Carvaan for the Young at Heart”: Targeting younger audiences who appreciate vintage aesthetics, this campaign showcased Carvaan as a trendy, retro gadget that fits modern lifestyles. The marketing included stylish visuals, influencer partnerships, and social media promotions to attract a younger demographic.
5. “Gifting Happiness with Carvaan”: Focusing on festive seasons and special occasions, Saregama promoted Carvaan as the perfect gift. The campaign included special packaging, discounts, and festive-themed advertisements. It positioned Carvaan as a thoughtful and unique gift option, boosting sales during peak gifting seasons.
6. “Carvaan Mobile App”: Saregama launched an app that allowed users to control their Carvaan device, access playlists, and discover new music. The campaign for the app highlighted its convenience and enhanced user experience, encouraging tech-savvy consumers to integrate Carvaan into their digital lifestyle.

Results and Impact

1. Market Penetration and Sales Growth: Carvaan’s launch was met with overwhelming success. The product’s unique value proposition resonated with consumers, leading to strong sales and widespread adoption. Carvaan became a bestseller, significantly boosting Saregama’s revenues and market presence.
2. Brand Revitalization: Carvaan revitalized the Saregama brand, transforming it from a struggling legacy music label to a modern, innovative company. The successful rebranding and product innovation restored Saregama’s relevance in the music industry and strengthened its brand equity.
3. Expanded Consumer Base: By targeting different market segments and offering a diverse product range, Saregama expanded its consumer base. The company managed to appeal to both older generations nostalgic for classic music and younger consumers interested in retro-style products.
4. Increased Digital Presence: Saregama’s integration with digital platforms and strategic partnerships enhanced its visibility and accessibility. The company’s music catalog reached a broader audience, both in India and internationally, ensuring continued relevance in the digital age.
5. Positive Media Coverage: The success of Carvaan garnered positive media coverage and industry recognition. Saregama was praised for its innovative approach to leveraging its legacy content and adapting to changing market dynamics. This positive publicity further reinforced the brand’s rejuvenated image.

Conclusion

Saregama’s transformation story is a testament to the power of strategic innovation and effective branding. By repackaging its rich music heritage into the Carvaan product, Saregama successfully navigated the challenges posed by the digital revolution. The brand’s emphasis on nostalgia, coupled with modern technology, created a unique value proposition that resonated with consumers. Today, Saregama stands as a prime example of how a legacy brand can reinvent itself to stay relevant and thrive in a dynamic market.