Recently, Shah Rukh Khan shared the screen with the legendary Zeenat Aman for the first time. If you are googling the name of the show or the film, you’d be lost. This on-screen delight was delivered to us by Dawat in their latest commercial. Many of the biggest film stars today—including the likes of Deepika Padukone, Aishwarya Rai, and Anushka Sharma—first caught the public eye through advertising before walking the star-studded paths to cinema. Traditionally, commercials were a launchpad for fresh talent and new faces; however, an interesting shift is currently underway. With veteran entertainers like Zeenat Aman and Usha Uthup returning to the limelight, lending their names to brands, advertising can now be considered both a debut and a comeback platform for an artist’s career.
While these veterans bring immense legacy and credibility, what’s fascinating is that they are being perceived as debutants in adland. Their presence cuts through the clutter in a market where top celebrities endorse upwards of 20 brands, often making individual campaigns blur into one another. In contrast, these seasoned stars bring an element of nostalgia, authenticity, context and novelty, helping brands forge deeper, more distinct connections with audiences. At a time when consumer attention is more fragmented than ever, this shift signals an evolution in the way brands think about endorsements. It’s no longer just about star power—it’s about relevance, memorability, and the ability to stand out in a saturated ad space.
Delving deeper into why veterans are making a comeback in ads, Harikrishnan Pillai, CEO and Co-Founder, TheSmallBigIdea, shares that the return of veteran stars is a classic case of nostalgia-driven marketing, as this generation’s strong connection with nostalgia makes these veteran icons increasingly relevant, even despite the generational differences. “Take Zeenat Aman, for instance—her Instagram presence is more engaging and authentic than many younger stars. What sets these veterans apart is their authenticity and reinvention, something today’s audience craves. In contrast, mainstream stars often focus on grandeur, but quirk resonates more with this generation,” he adds.
Industry experts point out that it’s not just nostalgia they bring to advertising—it’s also the sheer talent and influence they command. There’s a reason these celebrities are considered veterans. Their decades of experience, deep understanding of audience engagement, and enduring star power set them apart in ways that younger talent simply cannot replicate. Their presence not only elevates brand credibility but also creates a unique connection with consumers.
Puneet Kapoor, Chief Creative Officer, Ogilvy South, who collaborated with Usha Uthup for a Taneira commercial, states that the veterans have immense charisma. He opines that at the end of the day, it is about casting someone who holds the screen and the story effortlessly. “For Gen Z, even if they haven’t seen much of these veterans, they see their charismatic relatives in them. In a world where ageing is often seen negatively, these characters shine. Seeing them so full of life is a joy for everyone, Gen Z or not. They are effortlessly cool, and their magnetism draws people in—whether it’s a six-year-old on the street or a stranger on a flight,” he further explains.
Which is why brands across sectors like Traya, ILEM Japan, Kalyan Jewellers and Taneira, among many others, are partnering with veterans of the entertainment industry. Experts like Kapoor find that ads keep reusing the same formulas—if top celebrities are unavailable or budgets are tight, brands settle for whoever’s next. But great ads choose celebrities who truly match the brand.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, says that they collaborate with several veterans such as Amitabh Bachchan, Jaya Bachchan, Nagarjuna, Prabhu, and Shiva Rajkumar, which has been pivotal in helping them achieve meaningful market penetration at crucial junctures. He remarks, “Veteran celebrities, with their share of poignant gravitas, have enduring brand value and cross-generational appeal. Their unmatched credibility, professionalism, and goodwill aligns seamlessly with Kalyan Jewellers’ legacy of trust, quality and craftsmanship.”
There are concerns about whether younger generations will recognise veterans. However, experts believe these veterans enhance cross-generational appeal. While Gen Z may be the primary focus, it’s the millennials and boomers who hold the real purchasing power. On top of that Digital has opened gates for all audiences.
Speaking along similar lines, Viren Noronha, Co-founder, The New Thing, who has partnered with legends like Farida Jalal, remarks that brands are reviving old icons to tap into nostalgia, recognising their lasting relevance for both millennials, who are at peak spending power, and boomers, who are increasingly active on social media and streaming platforms, as these generations share cultural touchpoints that brands seek to align with. “Another big factor is that we don’t really have new icons yet. If you ask people to name today’s cultural figures, they often default to characters from the past. Old Bollywood films, for example, are still being rewatched. Maybe in some years, we will have new icons, but for now, the past remains more powerful than the present,” he states further.
Thanks to the internet, even the younger generations are exposed to these veteran legends. And even if younger audiences are not familiar with the veteran personalities featured in commercials, the real impact depends on how well the creatives integrate these legends into the storyline. A well-crafted narrative can make these icons relevant to a new generation by emphasising their legacy, achievements, or signature traits in a way that resonates with modern viewers.
Tusharr Kumar, CEO, Only Much Louder, voices that honestly, it’s not really about choosing between a veteran or a new face—it’s about who seamlessly fits the narrative of the communication. “When brands onboard legends in their campaigns, it works really well because the creative concept is built around them; when a campaign doesn’t simply jump on the nostalgia bandwagon but tries and succeeds to add real depth to brand messaging. Most ads featuring legendary actors or musicians are crafted with a strong creative concept that will successfully strike an emotional chord, spark conversations, and create a sense of trust and familiarity,” he adds.
This is why it is crucial for brands to use the legend effectively and craft a compelling storyline. A well-utilised legend can add depth to a brand’s identity, creating a strong emotional connection with its audience.
Saloni Anand, Co-Founder, Traya, a brand that has partnered with the icon Neena Gupta, expresses, “We ensure alignment by adapting the trend to fit the veteran’s persona rather than forcing them (the veterans) into a trend that doesn’t suit their authenticity. Audiences resonate with genuine connections, and an organic integration of the celebrity’s signature style into the trend makes the content feel natural and engaging. Staying true to their originality ensures the campaign remains both relevant and impactful.”
Partnering with veteran celebrities yields remarkable results for brands. These seasoned icons bring a deep emotional connection with audiences, often evoking nostalgia and trust. Their credibility, built over years of experience, enhances brand authenticity and makes endorsements more persuasive. Additionally, their established fan base drives higher engagement, as audiences are more likely to interact with content featuring familiar and respected figures.
Ishvani Patel, Founder & CEO, ILEM Japan, mentions that their collaboration with Zeenat Aman resulted in remarkable engagement. She adds, “Our partnership with Zeenat Aman was designed to blend classic sophistication with contemporary wellness trends. The campaign helped us achieve over 290k+ views, 12k+ organic engagements, and a remarkable 45 days and 8 hours of total organic watch time. The response reaffirmed the power of nostalgia and elegance in connecting with a broad audience, spanning across generations.”
In an era of fleeting trends, the return of veteran stars in advertising is more than nostalgia—it’s a masterclass in authenticity, charisma, and storytelling. As brands seek deeper consumer connections, these legends offer a rare blend of credibility and emotional resonance, proving that true star power doesn’t fade with time—it evolves, captivates, and continues to inspire.
