A young girl comes to the city for work. She orders food. Surprisingly, she spots her favorite pickle on the plate. It reminds her of the taste of her mother’s mix. Nostalgia rewinds. Soon she discovers the pickle is from the brand “Mother’s Recipe”
Old is New
In nostalgic marketing, old is new. It takes us to the themes of the past to provoke strong emotions for the present (e.g. Kishore Kumar’s hit song or Kapil Dev’s winning shot). Nuances of nostalgic marketing as a promotional strategy is also something which is taught during the course of study for MBA / Online MBA students.
In the above example, the food brand, “Mother’s Recipe”, in this nostalgic promotion, tries to tap into the girl’s fond memories back home. The aim is to serve a connection between their product (pickle) and the nostalgia, viz. mother’s care (the backdrop is the girl’s present life). The campaign is said to have struck the right chord with the target audience, especially the millennials.
Retro Hooks
Remembering the past is a great hook that creates interest and sparks off emotions. Nostalgia can also elevate us into an upbeat mood which can even drive a favorable purchase decision! In the fast-paced business scenario, where trends and themes constantly change, what remains unchanged are the past incidents. Re-living them brings us a sense of certainty and comfort (e.g. many of us can associate a memory of sipping a Coca-Cola bottle with family or friends on a hot summer day. Bringing that memory back elevates our emotions).
How to Do It
Experts say, when done right, throwing back to the earlier days can create a strong bond between the brand and the customer. Here is how to do it:
- Knowing the Customer: Knowing the customer is important to understand their interests and emotions (e.g. movie or sports fans)
- Knowing the Trend: Knowing the pulse of the audience is important to drive a successful campaign (e.g. humor of the past may not pull off a good theme for the present)
- Knowing the Themes: For heterogeneous, one needs to identify a common thread that connects (e.g. music is a common theme that has wide appeal)
- Knowing the Occasion: Festivals (e.g. Diwali, Eid) or special days (e.g. Father’s Day) provide unique opportunities to invoke nostalgia.
Themes That Work
- Popular Icons: Cultural icons evoke nostalgia among young and old (e.g. Rasna’s onboarding of Chhota Bheem)
- Popular Movie Dialogues: Britannia uses Gabbar Singh’s (Sholay Movie) punch dialogues to promote biscuits.
- Reviving Retro Trends: Gen Z’s penchant for nostalgia presents an opportunity for brands to revive retro fashions (e.g. Re-introduction of the Bell Bottom Jeans of the 70s for women and girls by brands like Allen Solly or Paris Hamilton)
- Rediscover Childhood Favorites: Transporting customers back to their childhood days creates a strong emotional connection with the brand (e.g. PARLE G brings childhood memories back to life with “Bachpan ka pyar clip.”)
- Celebrations: Brands can tap into the nostalgia associated with culture and celebrations to drive engagement and foster brand loyalty (e.g. Candere’s (Jewelry brand) nostalgic Diwali campaign “RishtonKoSajayein”)
Wrapping Up
Our memories are the reflections of our personae. We love to revisit them as often as possible. By providing a chance to achieve this, the brands can help provoke an emotional response and, thereby, clinch a favorable outcome.
Discussion Question
Can you remember any nostalgic campaign from recent times? Did you like it? Why?
Source Articles
https://www.linkedin.com/pulse/nostalgia-marketing-how-indian-brands-can-connect-gen-z-through-xcfqf
Frequently Asked Questions
1. What is nostalgic marketing?
Ans: Nostalgic marketing is a promotional strategy that evokes fond memories from the past to create emotional connections with the audience. It taps into themes from earlier times, such as popular music, sports moments, or cultural icons, to spark strong emotional responses in the present.
2. How does nostalgic marketing work?
Ans: Nostalgic marketing works by bringing back familiar elements from the past, such as songs, movies, or products, to remind customers of positive memories. These memories often evoke comfort, certainty, and happiness, which can lead to stronger brand connections and influence purchase decisions.
3. Can nostalgic marketing appeal to younger generations like Gen Z?
Ans: Yes, younger generations like Gen Z are increasingly drawn to retro trends, providing brands with opportunities to revive styles, products, or themes from earlier eras. For example, the reintroduction of 70s fashion, like bell-bottom jeans, appeals to both nostalgic feelings and current trends.
4. Why is nostalgic marketing effective for brand loyalty?
Ans: Nostalgia evokes strong emotional responses that foster a deeper connection between customers and a brand. By bringing customers back to their cherished memories, brands can create a sense of loyalty and keep customers engaged through positive emotional associations.
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