Celebrating retro tamil music

Riding on the success of Carvaan, a portable music player which has 5,000 evergreen Hindi songs divided across different legendary artistes, India’s oldest music label Saregama recently launched the Carvaan Tamil and Carvaan Mini - M.S. Subbulakshmi, for south Indian music lovers. Carvaan Tamil has 5000 preloaded songs – a wide variety of Tamil film, devotional and a few super popular Bollywood songs.

The songs are handpicked using data analytics run on billions of records of music consumption of users across various platforms and categorised basis of singers, lyricists, music composers etc. Each category can be selected by turning a jog-dial. So literally, with a simple turn of a knob, one can switch from MS Subbulakshmi classics to SP Balasubrahmanyam’s hits, to timeless love songs or to the most popular devotional tracks – all in their original versions, back-to-back without any ads. The music collection also includes vocals and instrumental music by legends like Dr M Balamurlikrishna, N Ramani and E Gayatri.

Meanwhile, CarvaanMini — M. S. Subbulakshmi is preloaded with 251 timeless songs sung by the legend.

This music player is well equipped to deliver advanced audio quality - consumers get an option for AUX input, Bluetooth 4.1 and USB, and can listen to it for up to 5 hours without needing a recharge. “We conducted a national level research on music consumption pattern among different age groups.

One of the key findings was that people above the age group of 40, are not very comfortable with technology and get apprehensive using mobile apps for listening to music. That’s how the idea of Carvaan was born,” says Vikram Mehra, Managing Director, Saregama India.