A major marketing trend this festive season is somewhat counterintuitive. In an industry that prides itself on staying in tune with the times, there seems to be a concerted effort to bring the old back into vogue.
Take the recent Diwali advertisement from Google India, featuring veteran actress Farida Jalal. Portraying a grandmother alongside her granddaughter, Jalal navigates a virtual Google Shopping Mela in search of a traditional ‘jutti’. The narrative taps into the warmth of family connections during the festive season, inviting consumers to delve into nostalgic memories. “To keep it as organic and authentic as possible, insights from a study revealed how people’s memories around festivals are strongly connected to warmth, togetherness, and family bonds. Authentic nostalgia taps into those emotions,” says Vasudha Misra, president (creative), Lowe Lintas.
Meanwhile, actress Kareena Kapoor has stepped back into her iconic roles this year, reviving ‘Geet’ from Jab We Met for a spirited ad promoting Goibibo. Here, she whimsically rates hotel rooms, mirroring her infamous college crush evaluations. In another commercial, she revived her iconic “Poo” character from the hit Kabhi Khushi Kabhi Gham.
Now take CRED’s marketing campaigns. Over the years, it has consistently banked on nostalgia to create an emotional connection with its consumers — whether it be through campaigns featuring 90s comic book characters like Chacha Chaudhary and Suppandi, popstar Ila Arun reinterpreting her old hits, or bringing singers Sonu Nigam and Shaan together for a new jingle with a distinct 90s aesthetic. It even brought iconic actress Zeenat Aman back on the screen.
Hector Beverages’ Paper Boat used this very idea to strategically position itself as a brand that brings back memories. Its tagline —“Drinks and Memories” — tells the consumer that it will take her on a trip down memory lane.
Experts say that the strategy is a way for brands to resonate with older generations but also capture the curiosity of younger viewers, effectively bridging the generational gap.
Yasin Hamidani, director at Media Care Brand Solutions, observes that marketing banking on nostalgia is flourishing in India precisely because it resonates with the emotional bonds consumers share with their childhood memories and cultural heritage. “Advertisements featuring retro themes and vintage aesthetics evoke sentiments of simpler times, creating a bridge between generations. Brands like Cadbury and Thums-Up have successfully capitalised on this nostalgia, reviving iconic jingles and imagery to generate positive responses,” he says.
Nostalgia marketing is a great hack when you wish to drive trust in double quick time, says Alekhya Chakrabarty, vice-president, marketing, Unstop. “The communication is effective if the yesteryear star is seen in an avatar with which he/she doesn’t have a natural association.” This contradiction creates an effective cut-through for communication.
Agrees Sahil Chopra, founder and CEO of iCubesWire. “Nostalgia creates an instant connection between the consumer and the brand. This emotional bond increases the likelihood of consumers making a purchase and recommending the product,” he says. By tying their products to culturally significant moments, brands can make their offerings feel more authentic and familiar, he adds.
Kiran Giradkar, chief marketing officer, BN Group, points out that at a deeper level, the emotion also offers an escape from the stresses of modern life.
Nailing nostalgia
The key is to invoke the past without making your brand seem outdated. Brands must ensure their nostalgic elements align with their identity, employing visual and sensory cues that evoke cherished memories while blending them with contemporary relevance. Striking this delicate balance is essential; brands risk becoming stale if they lean too heavily on the past without infusing it with modern vibrancy. “Without fresh creativity, nostalgia-driven campaigns can feel forced and may not connect as intended with today’s audience,” points out Jayesh Rathod, co-founder & director at The Guardian Real Estate Advisory.
On the flip side, tweaking a concept more than necessary could hinder progress too. Take the famous Onida Devil, a once-coveted mascot that recently made a comeback. The brand departed from its mascot’s once horror-laden imagery, and this did not create the buzz it was expected to.
“The execution needs to feel organic and not forced—nostalgia works best when it feels genuine and aligned with the brand’s current identity,” says Ayush Gupta, co-founder & CEO, Swopstore.
Adds Vaibhav Kandpal, founder & CEO, Lead Experts, “Revived campaigns should reflect today’s values; themes from the ’90s may need adjusting to avoid stereotypes and align with inclusivity or environmental consciousness. Overuse of nostalgia also risks diluting its emotional impact.”