Nostalgia Drives 2024 Marketing: Jingles, Characters, and Timeless Classics
Indian Advertising in 2024 Revives Nostalgia: Iconic Jingles, TV Characters, and Classic Movies Resonate with Fragmented Audiences for Emotional and Marketing Success
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Nostalgia took the spotlight in 2024, captivating fragmented audiences with iconic reruns, jingles, and beloved characters returning to screens. Marketers across India revived emotional connections with the past to stand out in an oversaturated media landscape.
The Comeback of Old Movies
Faced with a lack of new Hindi releases, theaters began rerunning classics like Rockstar, Zindagi Na Milegi Dobara, Veer Zara, and Kal Ho Na Ho. These films not only rekindled fond memories but also provided an alternative revenue stream for theater owners.
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Reviving Iconic Jingles
Marketers revived legendary jingles to connect with audiences. During the Indian Premier League, Tata Salt aired its 41-year-old jingle, Namak ho Tata ka, while Saridon reintroduced its 90s classic Sirf ek Saridon with a modern twist, aligning with its new product line targeting body pain relief.
Deepika Bhan, president of packaged foods at Tata Consumer Products, emphasized the jingle’s role in enhancing brand connection and salience, while Ritu Mittal of Bayer Consumer Health highlighted Saridon’s revamped jingle to appeal to younger audiences.
Classic Ads Make a Return
Asian Paints brought back its 40-second classic ad Har ghar kuch kehta hai without alteration, underscoring the timelessness of its emotional appeal. Amit Syngle, MD and CEO of Asian Paints, noted the ad’s enduring relevance as a reflection of personal identity in homes.
Beloved Characters Back in Action
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In a move reminiscent of Mihir Virani’s return from the dead, popular TV and film characters made triumphant comebacks in ads:
- C.I.D. characters for Colgate, Netflix, and MPL Gaming
- Shaktimaan for Gadda Co
- Komolika and Prerna for YouTube ads
- Sarabhai vs Sarabhai cast for Urban Company
- Kareena Kapoor as Poo and Geet, Abhay Deol as Lucky, Boman Irani as Virus, and Karisma Kapoor dancing to Sona Kitna Sona Hai featured in campaigns for brands like Goibibo, WhatsApp, Flipkart, and Swiggy Instamart.
