Your brain is hardwired to crave nostalgia. Yes, we said it out loud. And it’s not just us, but also Krystine Batcho, a longtime nostalgia researcher.
Think about it. Isn’t that one of the reasons why the re-release of Bollywood films like Yeh Jawani Hai Diwani, Laila and Majnu, Rockstar, and Jab We Met have been a major hit? It’s a business of nostalgia to bring viewers back to the theaters, revive the film community, and celebrate cinema.
Let’s be honest: Didn’t it feel good to watch these movies again on the big screen with the people you love? It might have even evoked a feeling of comfort and joy and refreshed some of your memories from the first time you watched it or all the times you have watched them over a night over.
That’s the power of nostalgia, and marketers should definitely know how to use it well.
Why Nostalgia (Almost) Never Fails?
For starters, nostalgia drives a sense of warmness, fondness, and belonging. Even mental time travel can be particularly comforting in testing times. This creates a loop — experiencing→craving→re-experience→repeat.
When it takes you back to a good time, nostalgia also serves a cognitive need: a belief that things will be better because they have been better in the past. And who does not want to feel that, right?
Mind you, this nostalgia-seeking behavior has increased multifolds after the pandemic. The most significant point yet. It helps to cope with and process our present. Think of loneliness, disconnectedness, or isolation and what remembering who we were does to us. It reminds us of our relationships with other people, encouraging us to seek them (or something similar) again.
So, what does research say? Research has found that nostalgia increases:
- Sense of wellbeing
- Inspiration
- Creativity
- Optimistic
- Energetic
- And even encourage us to pursue our goals
When all of this happens, your brand appears like a familiar human to your audience. Remember, humans connect with humans.
But It Is a Thin Line…
Nostalgia can be bittersweet and sad. While you are happy about recalling a particular time, there’s also a lingering sense of sadness because that experience is gone. Truth be told, it is all fine until you are looking at it through rose-tinted glasses. However, if the temporary escape turns into a cycle of rumination, nostalgia turns bad.
How Can You Use the Power of Fond Memories?
Add Nostalgia in Your Social Media
Your audience is on the socials and so should you engage them. Play around with your copy to think of posts that will compel your audience to share it with their friends. Maybe mix up the retro visuals with modern-day scenarios. Or share a reminder of things your audience once used to do but don’t any longer. For instance, songs that were popular in a given year.
Take a look at this post from Terribly Tiny Tales that weaves the nostalgia of Jaane Tu Ya Jaane Na with the recent Pookie trend:
Use Cultural Icons
India has a rich history of iconic dialogues, dance moves, legendary actors, and practices. You look at mixing this good old stuff together to make up something new to evoke nostalgia among the young and the old. That being said, it need not be all about the past. It can also be about modern references that renew the concept and revisit it with a new point of view.
Rediscover Childhood Favourites
Imagine the surge in demand if Bytes, Phantom cigarettes, Marbles, Calcium Sandoz and all the other childhood favorites decide to make a comeback. People will buy for real. As a brand, if you have a list of such items or retro packaging, it’s time you plan a limited re-release for your loyal audience.
Partner With Nostalgic Brands
Let’s be honest. Not every brand can be nostalgic. So what do you do? Partner up with a brand that can be nostalgic. Take a look at Swiggy x Hamley’s collaboration.
“…Our goal with this campaign was to blend nostalgia with modern-day convenience. The matchbox installation is a symbol of the magical experience Hamleys has stood for over the years, combined with the speed and efficiency of Swiggy Instamart. It is a perfect way to showcase this unique partnership,” said Uday Mohan, COO of Havas Media India, the company behind this campaign idea.
Wrapping Up
Nostalgia takes your audience back to the time when things were easier, simpler, and joyous. But thread with caution.
One, don’t rely solely on it to bring your results. Without a modern touch, it may seem out of touch. Two, force it. Use it only when you have a legitimate chance to do it. Forcing it + faking it. Won’t work well for you and might seem like you are trying to stretch something. Three, ensure brand consistency. Like we said, not every brand is built for it. If you are a forward-thinking brand, say in tech or healthcare, nostalgia might end up being counterproductive.
That’s all for now on our end! See you soon with some more insights! In the meantime, let us know what you are taking back from this piece.