Saregama Carvaan, a Bluetooth speaker with an in-built library of Bollywood songs from its golden era, ranging from the 1950s to the late 1980s.
It has been given the look of an old radio from the 1940s to evoke nostalgic memories of listening to music. Although the Carvaan has modern features like a display, Bluetooth functionality, USB support, and an FM radio, it has been deliberately marketed as a product for the older generation – as a portal that you can just turn on to take you on a journey through your past.
As Jeremy J. Sierra and Shaun McQuitty suggest, “People may purchase items (e.g., memorabilia) in an attempt to preserve their past (Motley, Henderson, and Baker 2003) and to facilitate self-continuity by connecting with a desirable past” (Sierra et al. 99).
This psychological effect of nostalgic purchases has clearly been kept in mind while designing the Saregama Carvaan.
