Nostalgia is having a moment, and brands are embracing it with open arms. In a world that’s moving faster than ever, the past has become a comforting retreat, and companies are tapping into that emotional connection to engage audiences. Leading the charge is Asian Paints, which recently revived one of its most iconic campaigns, ‘Har Ghar Kuch Kehta Hai.’ Originally launched in 2002, the campaign, written by ad veteran Piyush Pandey of Ogilvy, once touched many hearts, sharing the stories that every home has to tell. It has now made its way back to TV screens, aiming to reignite those same emotions in a new generation of viewers.
“I remember when Piyush recited it, we could feel goosebumps and the magic. It hit us that it could cut across segmentation and profiles because it was not contrived or imposed. We immediately told him that we loved it. ‘Har Ghar..’ was the beginning and end of the copy he had written, and that incidentally also went on to become the corporate positioning and strategy for us in terms of going forward,” says Amit Syngle, MD & CEO, Asian Paints.
It’s not just about a catchy jingle or a memorable tagline—it’s about the deeper connection that nostalgia brings. For many, the early 2000s were a time when ads carried a narrative that stuck with you long after the TV was turned off. And now, as old films return to theatres and ‘90s pop culture makes a massive resurgence, brands are jumping in on the opportunity to tap into that emotional goldmine.
The power of nostalgia lies in its ability to transport people back to simpler times, to moments of familiarity when life felt uncomplicated and more grounded. Brands are recognising this and using it to cut through the noise of modern advertising. Whether it’s reviving iconic characters from ads, tapping into the rich history of India’s cultural legacy, or celebrating the legends from ’90s pop culture, nostalgia has become the new creative weapon to capture hearts and wallets alike.
In 2023, Reliance successfully revived the iconic Indian soft drink Campa Cola, marking its return after nearly three decades. Once a dominant player in the 1970s and ‘80s, Campa-Cola faded into obscurity in the face of competition from global giants like Coca-Cola and Pepsi. Now owned by Reliance Consumer Products, the brand has made a nostalgic comeback with three new flavours—Cola, Lemon, and Orange.
“We began by questioning whether we needed to change and what we hoped to achieve with the rebranding, since Campa had faded into oblivion for decades. Through our research on Campa’s residual equity, it became clear that the positive equity was limited to name. There was negligible or no recall of its logo or colours beyond a generic red. There was no fan base as such. In any case, this audience was clearly not the one we were aiming for, as aerated beverages are likely to be consumed the most by Gen Z and the emerging Gen Alpha. So, we reached a consensus to limit the equity to name and started exploring a completely fresh approach to branding Campa,” says Ashwini Deshpande, Co-founder, Director at Elephant Design, who worked on the Campa Cola redesign.
Another notable example from Parle is the revival of Rol-a-Cola. The brand had discontinued Rol-a-Cola in 2006, but after receiving a request from Kerala, by a consumer craving the candy on X (formerly Twitter), Parle decided to bring it back. The brand challenged the public, saying that if they received 10,000 retweets, they would relaunch Rol-a-Cola. In less than a month, they surpassed that target, prompting them to begin the process. By October 2019, Rol-a-Cola was officially back on the shelves and in our hearts. Although the launch gained massive traction, the pandemic in early 2020, with school and college closures, disrupted the momentum. However, by 2022, Parle got back on track, and the brand is now performing really well.
“In 2006, those who had enjoyed Rol-a-Cola were familiar with the candy, but the generation growing up between 2006 and 2019 had no awareness of it. So, the challenge was creating communication that appealed not only to those who remembered Rol-a-Cola, but also to a new audience, making them think, ‘This seems like a fantastic candy; I should try it.’ It’s essential to strike a balance—engage past consumers while attracting new ones. Relying solely on nostalgia marketing is difficult for long-term brand sustainability because consumer preferences evolve over time, whether it’s over a year, a decade, or even longer,” says Krishnarao Buddha, Senior Category Head, Parle Products.
Talking about relevance of a product or a younger generation, Amit Syngle says, “I remember calling Piyush to tell him that some people in my team are asking what is its relevance to the younger generation? He said, ‘This is an emotion,’ something universal. It’s not something that can change from generation to generation. So, whether it is Gen Z, millennial, or any other generation, the emotion remains the same. You are showing different generations in this ad, from an old grandmother to a child. The concept is so beautiful.”
Jawa and Yezdi, two legendary Indian motorcycle brands, made their much-anticipated comebacks under Classic Legends, a subsidiary of Mahindra Group, in the last few years. Jawa, a brand deeply associated with the Indian biking community in the 1970s and ‘80s, was relaunched in November 2018 with updated models like the Jawa, Jawa Forty Two, and Jawa Perak, all blending classic aesthetics with modern technology.
Following Jawa’s success, Classic Legends brought back Yezdi in January 2022. The Yezdi line returned with three new models—the Adventure, Scrambler, and Roadster.
Ashish Singh Joshi, CEO of Classic Legends, the company that owns Jawa and Yezdi motorcycles, talked about the four A’s of retro marketing—Allegory, Aura, Arcadia, and Antinomy—which are essential for successfully reviving nostalgic brands. Allegory is about the personal stories and memories linked to the brand, like tales of a grandfather’s old Jawa bike. Aura refers to the brand’s legacy and emotional impact, as not every brand can be resurrected without strong memories attached. Arcadia represents the utopian view of the past, where people remember only the good, like riding an old motorcycle but forgetting its flaws. Finally, Antinomy is the paradox of combining a retro look with modern technology, such as classic designs with advanced features. Together, these elements allow brands to connect the past with the present, appealing to both old and new audiences.
“The primary target group for our motorcycles is aged between 21 to 29 years, as this demographic represents the bulk of our buyers. Motorcycles appeal to younger audiences, particularly Generations Y and Z. When considering a purchase, these consumers often ask three critical questions: Does it look good? Does it perform well? And does it have a history? A visually appealing bike is essential to attract attention; it must be a head-turner. Performance is crucial, as consumers want to ensure the motorcycle lives up to its sporty classic claims. Lastly, a strong historical background adds to its allure—if they can easily find references online or hear stories from older generations, it solidifies the brand’s legacy. While we do have some buyers aged 35 to 45 years, they are primarily ‘born-again bikers’ who are returning to motorcycles after a hiatus. Those over 50 comprise a minimal percentage,” says Ashish Singh Joshi.
Every brand that is riding on nostalgia must also be prepared for e-commerce, retail, and the metaverse. Consumers’ initial engagement with each brand occurs on the mobile screens, allowing for a dynamic, vibrant, and surprising experience. “This is exactly what we wanted Campa to be. The way Campa broke the status quo back then, we are aiming for exactly that today. So, it may not look the same, but the spirit behind the brand remains—break the status quo,” says Ashwini Deshpande.
As brands tap into nostalgia, they’re not just reminiscing about the past—they’re crafting a bridge between generations, proving that while times may change, the emotions we share remain timeless. So, as we raise a glass of Campa Cola or take a spin on a Jawa, let’s remember that sometimes, the best way to look forward is to take a fond glance back. After all, who wouldn’t want to relive those good old days with a modern twist?
