Nostalgia is back in Indian Marketing
Dr. Shampa Nandi- Faculty ISME
India as a fast growing economy draws much attention of the investors from both Indian and foreign brands to play in Indian market. As market is cluttered with lot of players in each product category, there is a dire need for the marketer to know how Indian consumer will respond to a particular advertisement or specific marketing strategy. The new trends of consumer engagement from television, to online channels and the rise of mobile social media makes the marketers to identify more effective marketing efforts that are likely to yield more return. At this cusp of new age of marketing where data science, research, analytics are creating more refined ways of targeting and serving the customers, creative and engaging story created by marketer is inspiring the customers and the organisation both. One of the most basic and primitive way of creating an interesting story is to add nostalgia in it. Nostalgia has very recently generated interest in marketing.
Nostalgia refers to a longing for the past, a yearning for yesterday or a fondness of possessions and activities associated with the days of yore (Holbrook, 1993). People have a tendency to prefer a product which was used when he or she was young. Since past is inaccessible consumers desire to go back to the past is inevitable. Also past brings the sweet memories, the comfort and familiarity. Nostalgia advertising works very well when there is a turmoil for any company in current market or in the time economic uncertainty. Again in any market, there will always be a group of customers who prefer nostalgia as a marketing theme. Nostalgia takes us away from the hustle bustle of today’s hectic schedule and gives a scope to romanticize. Nostalgia is not a new buzzword, its charm will grow for someone with the passage of time and distance. Marketers even use nostalgia to projects its brand as an authentic brand and to portray a long term relationship with customers. Marketing content added with nostalgia grab immediate attention of customers and bring sweet memories. The retro branding strategy has become an international phenomenon and India is not left behind. A number of companies have developed advertisement evoking nostalgic flavour.
Nostalgia is used for creating niche and market penetration– -Hector Beverage, producer and seller of Paper-boat, the non-carbonated beverage has made a strong presence in the market in spite of the presence of Giant companies like Coke, Pepsi and Parle G. The company has targeted the common urban Indian and global kids of India who are looking for a conventional but convenient drinks like “Jaljeera” or “Thandai”. The company has correctly positioned itself as “Indian ethnic alternative” with the sentiment associated with childhood of making “Paperboat”. With the help of Facebook, Instagram as well as through the television advertisement, the company was able to pull some forgotten memories of childhood starting from childhood picnic to hand knitted sweaters and connected consumers to the brand. Paper-boat was able to stand out in the cluttered market with the right mix of nostalgia and social media marketing. With the initial success of positioning and penetrating Indian Urban market, the company is expected to grow Rs 100 cr. in 2107.
Nostalgia- works as emotional blackmailing agent, creates instant love for a brand– Google’s recent digital movie “The hero-Bollywood story” campaigned on to Father’s day(19thJune, 2016) is a story of a father in 60’s who failed to achieve his dream of joining Bollywood in his young age. Once the son, came to know about that, he took his father to the location where a famous Hindi movie was shot. With the help of Google search and other apps, he was able to record some famous movie dialogues narrated by his dad and presented that in a theatre hall where his dad is the manager. The emotional bonding of father-son was beautifully portrayed by that ad and it could immediately win the heart of Indian customers and gain consumers’ confidence. Google gave a strong message that now exploring life is possible to a great extent with the help of technology. Google search and other apps give a wing to Indian cinema enthusiasts to experiment and discover things about movie, stars, dialogues and stars. This multinational technology company is able to achieve the image of a valued brand. At present in India, one in every ten searchers in Google happened to be on film.
Nostalgia is used to create brand awareness and enhance brand loyalty–Most of the nostalgic advertisements manage to create a lump in your throat and make you pause for a second. Diwali commercial of Tanishq featuring Deepika Padukone, was a great creation of Lowe Lintas, which was able to connect with people and create a ripple in the market with a clear distinctive message. Indian young generation are not ashamed of their skin and origin, the advertisement inculcate the sense of pride of being Indian in the advertisement. Like every year, Diwali should be celebrated with “Tanishq-Divyam.” This advertisement posted with the intention of reviving the old tradition in the present, no reinvention is required to celebrate the old festival with our near and dear ones.
Nostalgia is used in crisis management –Maggi, Nestlé’s instant noodle brand is again able to manage its comeback with a series of nostalgic advertise
ments and with social media marketing. Once having 75% market share in Indian instant noodle market, the company had a night mare in 2015 once, it was banned in Indian market. After the ban was removed Maggi started communicating with the consumers giving the assurance of its quality and popularity. Started with the advertisement like’ “We miss you”, “Welcome back Maggi” and “Nothing like Maggi”, all these campaign were based on the theme- sweet memories about time spent with Maggi. Without a brand ambassador, the brand is conveying the memories of having Maggi after school or recollecting the hostellers’ time with Maggi with the batch mates. Currently Nestle’ is able to regain more than 50% of its original market share of Maggi by capitalizing on consumers’ emotion and able to give the brand a sense of credibility, authenticity and quality.
ments and with social media marketing. Once having 75% market share in Indian instant noodle market, the company had a night mare in 2015 once, it was banned in Indian market. After the ban was removed Maggi started communicating with the consumers giving the assurance of its quality and popularity. Started with the advertisement like’ “We miss you”, “Welcome back Maggi” and “Nothing like Maggi”, all these campaign were based on the theme- sweet memories about time spent with Maggi. Without a brand ambassador, the brand is conveying the memories of having Maggi after school or recollecting the hostellers’ time with Maggi with the batch mates. Currently Nestle’ is able to regain more than 50% of its original market share of Maggi by capitalizing on consumers’ emotion and able to give the brand a sense of credibility, authenticity and quality.
Nostalgic advertisement capitalize brand attachment- Fortune Edible oil’s advertisement “Ghar ka Khana”, projecting the love of grandma for his grandson and the attachment with the homemade food has helped the brand to reinforce the brand attachment and enhance brand loyalty. Fortune always focus on telling a story on how edible oil brings people together and food is an inseparable part of Indian relationships.
Nostalgia advertisement works very well in case of eateries as it brings the memory of homemade food and stimulate a positive resonance. A number of restaurants namely “Ammis Biryani, Sanjha Chulha, Mast Kalandar are able to position themselves in this category.
Numerous research are done on nostalgic advertisement and most of the researchers have agreed that nostalgia is able to arouse attention, connects consumers immediately, is persuasive and evokes nostalgic reflections on consumers.
