Nostalgia Dominates Marketing: From C.I.D. to Asian Paints in 2024

In 2024, nostalgia became a key marketing strategy in India. With media fragmentation and shrinking attention spans, the adage "old is gold" proved to be the most effective way to capture attention.

It began with theatres screening reruns of classic films during a lull in new Hindi movie releases, and it proved successful. From Rockstar and Zindagi Na Milegi Dobara to Veer-Zaara and Kal Ho Na Ho, these timeless movies now provide an additional revenue stream for theatre owners.

One of advertising’s most influential tools has always been the use of jingles. Their impact was so strong that many of them remain etched in people’s memories, often more fondly than movie songs from that era. In April, during the Indian Premier League, Tata Salt revived its iconic 41-year-old jingle: "Namak ho Tata ka, Tata Namak.

“Our intention was not to relaunch the jingle,” stated Deepika Bhan, President of packaged foods, Tata Consumer Products, adding that they wanted to up the connection many have with Tata Salt and up the salience while at it.

In November, over-the-counter pain medication Saridon reintroduced its iconic 90s jingle, now with a contemporary twist. The updated lyrics, created by musician Mayur Jumani,"Sirf ek Saridon, ab har dard se aaraam."

Ritu Mittal, head of marketing and digital, Bayer Consumer Health India explained, “We wanted to connect with today's audience, especially the younger consumers who relate to contemporary music. Secondly, the revamped jingle reflects Saridon's expansion into body pain relief with the launch of Saridon Head and Body. So we wanted to leverage this iconic property.”

While jingles making a comeback is notable, Asian Paints took it a step further by reviving its iconic 40-second ad in the era of 10-second spots. This year, one of Indian advertising's most beloved commercials, Har ghar kuch kehta hai, was aired once again.

Amit Syngle, MD and CEO, Asian Paints stated, “The ad is ageless and came when we started our foray into homes. The emotion about a home reflecting your personality is relevant even today. This feeling is what encouraged us to bring back the ad.”

Further, Ogilvy chief advisor Piyush Pandey explained, “We are operating in a scenario where we know we’ve got something that will last. We don't want something that goes viral for two days and doesn’t leave an impact on you. It's very simple: we’ve got a classic.”

Characters pull off a Mihir Virani

Mihir Virani is more famous for returning from the dead than for being married to Tulsi Virani in Kyunki Saas Bhi Kabhi Bahu Thi, the most iconic character in Indian soaps. Advertising in 2024 mirrored this playbook.

Characters from Sony TV's C.I.D., last seen in 2018 after a 20-year run that began in 1998, made a comeback in 2024. They appeared in ads for Colgate, Nykaa, the MPL Gaming app, and Netflix India.

The C.I.D. The cast wasn’t the only one making a comeback. Shaktimaan pitched for mattress brand Gadda Co, iconic vamp Komolika teamed up with her rival Prerna in YouTube ads, and the cast of Sarabhai vs Sarabhai returned for Urban Company.

It wasn’t just TV characters pulling off a Mihir Virani, movies followed suit. Kareena Kapoor returned as Poo and Geet for Goibibo, Abhay Deol reprised his role from Oye Lucky! Lucky Oye! for WhatsApp, Boman Irani returned as Virus from 3 Idiots for Flipkart, Shah Rukh Khan, Ranbir Kapoor, and Alia Bhatt portrayed iconic film characters for Rungta Steel, and Karisma Kapoor danced to Sona Kitna Sona Hai for Swiggy Instamart.