From Bollywood blockbusters to cult classics, the silver screen has given us a treasure trove of memorable characters, quotes, and scenes that continue to captivate audiences. Brands are now leveraging this cultural capital to craft advertisements that are both entertaining and effective.
In the realm of advertising, nostalgia has emerged as a potent elixir, capable of transcending time and evoking emotions that linger long after the credits roll. Brands are increasingly tapping into this sentiment, resurrecting beloved film characters and recreating iconic moments to forge a deeper connection with their audience. This innovative approach is not only a testament to the power of nostalgia but also a clever blend of humour, creativity, and marketing savvy.
One such campaign that has mastered the art of nostalgia-driven storytelling is Yas Island’s reunion of the iconic trio from Zindagi Na Milegi Dobara. Hrithik Roshan, Farhan Akhtar, and Abhay Deol came together for Yas Island’s high-spirited campaign, ‘Zindagi Ko Yas Bol’, which tapped into the essence of friendship and adventure, reimagining the beloved characters in a contemporary setting.
“We wanted to leverage the cultural resonance of Zindagi Na Milegi Dobara, a film that celebrates adventure and living life to the fullest, to position Yas Island as the ultimate destination for thrill-seekers. By reuniting the film’s beloved trio and having them enthusiastically embrace every adventure with a resounding ‘Yas,’ the campaign seamlessly connected the movie’s spirit with the island’s dynamic offerings,” says Badr Bourji, Senior Vice President- Marketing, Miral Destinations.
He further explains that today, nostalgia and film tourism have emerged as compelling travel motivators, particularly for Millennials and Gen Z, who crave immersive, experience-driven journeys inspired by pop culture. As a defining film of its era, Zindagi Na Milegi Dobara embodies themes of adventure, spontaneity, and deep friendship—values that align perfectly with Yas Island’s ethos. By tapping into this nostalgia and catering to the aspirations of modern travelers, Yas Island’s aim was to inspire audiences to say ‘Yas’ to new experiences and create their own unforgettable stories on Yas Island.
Sharing his thoughts on using nostalgia as a marketing tool, he further adds, “As part of the 2023 and 2024 campaigns for the GCC market, nostalgia was further amplified through a collaboration with the iconic ’90s group, Miami Band. Through this partnership, we wanted to strike an emotional chord with regional audiences, reigniting the band’s popularity while strengthening Yas Island’s connection with travellers. The results were remarkable, with visitor numbers from the GCC surging by 125% in 2023 compared to the previous year, followed by an additional 56% increase in 2024.”
Another notable example is OPPO India’s Reno13 Series campaign, #LiveInTheMoment, which recreated memorable moments from Zindagi Na Milegi Dobara. This series of short films highlighted the AI-powered camera capabilities of the Reno13 smartphones while celebrating spontaneity, courage, and living in the moment.
“The balance is at the heart of the ‘Live in the Moment’ campaign, where today’s youth icons—Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina—recreate iconic moments from Zindagi Na Milegi Dobara, adding their playful twist while showcasing the AI-powered camera capabilities of the OPPO Reno13 Series. By merging nostalgia with innovation, OPPO India continues to create campaigns that not only strike an emotional chord but also demonstrate how cutting-edge technology enhances the way we capture, relive, and share life’s most meaningful moments,” states Sushant Vashistha, Head of Product and Digital Marketing, OPPO India.
OPPO India had also launched a campaign called “#SidWakesUp” featuring Ranbir Kapoor and Konkona Sen Sharma reprising their roles as Sid and Aisha from the film Wake Up Sid to promote the Reno 11 Series, highlighting its camera features, particularly for outdoor portraits. “Nostalgia has always been a powerful force in brand storytelling, forging deep emotional connections that make campaigns more relatable and memorable. With the #SidWakesUp campaign for the OPPO Reno11 Series and the recently launched ‘Live in the Moment’ campaign for the OPPO Reno13 Series, we crafted narratives that felt familiar yet refreshingly new. However, nostalgia alone isn’t enough — it thrives when seamlessly blended with contemporary relevance and a touch of humour,” Sushant elaborates.
Snitch, a men’s fashion brand, also launched an ad campaign that playfully spoofed a scene from a 2013 Bollywood film featuring a Saif Ali Khan look-alike and nodding to the iconic ‘Wow’. “Drawing inspiration from popular films like Go Goa Gone, Delhi Belly, and Kabhi Khushi Kabhie Gham, the campaign reimagines memorable scenes with witty narratives that resonate with Gen Z and millennials alike. Each ad combines humour with relatable fashion dilemmas, reinforcing Snitch’s promise of trendy and affordable styles. As one of our campaign highlights, Go Goa Gone’s iconic ‘Wow’ moment gets a Snitch makeover, emphasising that smart fashion choices always win. This creative spin on nostalgia has not only boosted engagement but also strengthened our connection with fashion-forward consumers,” explains Chetan Siyal, CMO, Snitch.
Emotorad, an electric cycle company, also leveraged nostalgia and celebrity endorsements in their ad featuring MS Dhoni mimicking Ranbir Kapoor’s character from the movie Animal. Aditya Oza, CMO & Co-founder of EMotorad, says, “Throughout our journey, we’ve explored various forms of content. As a startup, we’ve always recognised the importance of content and nostalgia’s powerful role in creating relatability. Audiences feel a stronger connection with the brand, and it adds that human touch. Our audience is diverse, ranging from children to young adults to seniors, and we strive to incorporate humour, which is a brilliant way to leave a lasting impression.”
Reflecting on Emotorad’s recent campaigns, he adds, “In our past campaigns, we started by recreating Upender Limaye’s iconic performance with a nod to Bollywood. Our next campaign was a simple one featuring MS Dhoni singing ‘Bole Jo Koyal’, invoking a sense of nostalgia. Our most recent campaign was all about making a splash through humour and larger-than-life moments. These campaigns have been pivotal in boosting brand sales – we’ve even earned the affectionate nickname of the ‘Dhoni wali cycle’ or are lovingly referred to as ‘koyals’ by our customers.”
Adding to the sentiment, Aakash Shah, Founder, One Hand Clap, the creative agency behind the conceptualisation of the ad, says, “There’s been a surge in the trend of using Bollywood pop-culture for ads. It sets context in the viewer’s mind instantly without having to spend time on it. The most difficult job now is to get it right. There’s a thin line and it can start to feel forced if your writing is weak.”
Other brands, such as Acko, have also used nostalgia-driven advertising, referencing the iconic movie Munnabhai MBBS. Rungta Steel has also leveraged the popularity of Bollywood films, using characters from Rockstar, Pathan, and Gully Boy in their ads. Lenskart also did a campaign featuring veteran actor Shakti Kapoor who returned in the much-loved Crime Master Gogo avatar.
These campaigns demonstrate how brands are harnessing nostalgia and humour to create advertisements that resonate with audiences on a deeper level. By tapping into the cultural significance of beloved films and characters, brands can establish an emotional connection with their target audience, fostering brand loyalty and affinity.
“Nostalgia-driven marketing works because it taps into emotional memories, creating a sense of comfort and connection. In India, where cultural icons and shared experiences hold deep sentimental value, this approach resonates across generations. It not only appeals to those who lived through the era but also intrigues younger audiences curious about the past,” Chetan highlights.
The success of these campaigns can be attributed to their ability to evoke a sense of nostalgia, transporting viewers back to a bygone era. This nostalgia-driven approach not only tugs at the heartstrings but also provides a unique opportunity for brands to showcase their creativity and willingness to experiment.
As the advertising landscape continues to evolve, it’s clear that nostalgia, humour, and creativity will remain essential ingredients in the recipe for crafting compelling brand stories.
