MAM
Saregama Caravan asks to ditch the ‘Shor’ this Diwali
MUMBAI: Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.
Diwali advertising over the years has been high decibel and mostly about deals. Synthetic families wearing silk garments and plastic smiles are seen in almost every Diwali ad. You do get a campaign here and there that tugs at the heart through emotional stories. But rarely has any brand brought in a point of view to our way of celebrating India’s biggest festival that resonates.
In comes Saregama Carvaan, the new music player with 5000 of the choicest classic Bollywood songs pre-loaded that has taken India by a mini-storm. A small brand with big ambitions, Carvaan doesn’t have millions to spend like other mega brands, so instead has chosen to integrate its message with a point-of-view on the way we celebrate Diwali.
Saregama India VP sales and marketing Ajit Kumar says, “Diwali is the gifting season of India and Carvaan is a perfect gift which young people can give to their parents and elders during this season. Our brief to The Womb team was to create an ad which is clutter breaking and have the essence of huge nostalgia which the product carries.”
The Womb co-founder Kawal Shoor adds, “Carvaan’s primary audiences are young, working sons and daughters – to buy Carvaan for their parents and elders. And the modern young workforce in India has a progressive mindset, unconstrained by the baggage of the past. To appeal to the young, Carvaan needed a young, progressive point-of-view. ‘Shor ya sangeet’ is our attempt to suggest that there can be a more meaningful way to connect with the young other than using yo-kids, high-fives, and all the stereotypes marketing uses to make brands youthful.”
Nirvana Films Director Prakash Varma mentions, “Carvaan is a special product, and this one is a special film. To make a simple film is rare. I am blessed to have this opportunity. The idea is sensitive, but effective. And the choice of the dog makes it even more special, as ‘indies’ are truly beautiful, and need to be celebrated. A special thanks to Navin, Kawal, Akshat and Heval at The Womb. And none of this would be possible unless creative leaders like Vikram Mehra see the beauty in a simple, effective message.”
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
