For those of you humming “Washing Powder Nirma” or watched an Instagram reel featuring Liril’s lime-green soap bar wrapped in vintage-style paper packaging, you’re not alone. The ’90s are back—and not just in your playlist or wardrobe. They’re being carefully repackaged and strategically monetised by Indian brands, old and new.
Call it the nostalgia economy—a trend where brands mine retro memories to trigger emotion or boost recall. In 2025, this trend isn’t slowing down but evolving as brands are turning nostalgia into a full-blown business strategy.
Who’s doing it?
Many brands are leading this retro revival:
- Pepsi India returned to its “Yeh Dil Maange More” slogan during the ICC T20 World Cup last year, pairing it with visuals of old Pepsi bottles, retro fonts, and classic cricket commentary clips. They even released a digital filter that made users’ faces look like they were in a 1998 ad.
- Doordarshan, the national broadcaster, capitalised on the retro trend by relaunching its DD Metro logo as part of a 50-year celebration campaign. It aired throwback weekends with re-runs of ’90s hits like Shrimaan Shrimati and Byomkesh Bakshi, complete with retro-style promos. This was paired with a strong social media push that reached both millennials and Gen Z.
Even newer brands are embracing the trend:
- Paper Boat, known for celebrating Indian childhood memories through its beverages, launched a new “Nostalgia Mix”—a combo of Aamras, Jaljeera, and Rose Sherbet in collectible bottles that mimic steel tiffins and glass milk bottles. The campaign tagline? “Sips from Summer Vacations.”
- Amul, a nostalgia powerhouse, unfurled a “90s Doodh Diaries” animated series on Instagram. Each 60-second video features a different childhood scene—from being scolded for not drinking milk to Sunday cartoons with a glass of Bournvita.
- Saregama, India’s premier music label, introduced a “Carvaan Mini 90s Edition”, which comprises jingles, ads, and original voiceovers from All India Radio. It was a big hit, particularly in metro cities and among NRIs.
Why is this working now?
- Millennials = Money. Born between 1981 and 1996, millennials are now key decision-makers and prime spenders. They’re buying houses, booking holidays, and raising kids—and they’re nostalgic for the days when the biggest decision of the day was choosing between Rasna and Rooh Afza.
- Post-pandemic comfort. After years of disruption, uncertainty, and digital fatigue, people are turning to the familiar. Brands that evoke a simpler, analog world are offering more than products—they’re offering emotional sanctuary.
- Instagrammable aesthetics. Old-school is now on-trend. Vintage visuals perform well on platforms like Instagram and Pinterest. From grainy ad scans to pixelated videos, ‘retro’ equals high engagement.
PR & Marketing Takeaways
Nostalgia can be a goldmine if done right. But this is not just about rerunning old ads. Here’s how communication professionals can strategically ride the retro wave:
- Create content, not just campaigns. Build mini-docuseries and social-first storytelling formats that explore how your brand was part of childhoods or college days.
- Limited edition = unlimited buzz. Launch throwback packaging, 90s-themed influencer kits, or collectible merchandise.
- Jingles = emotional glue. Consider reintroducing or remixing your old jingle. Or better yet, turn it into a ringtone, Instagram reel sound, or WhatsApp sticker set.
- Leverage nostalgia in B2B too. Throwback presentations, anniversary campaigns, or even retro-themed annual meets can humanise corporate communication.
- Involve your audience. Campaigns like #My90sWithBrandX or “Draw the ad you remember” competitions bring user-generated content, engagement, and reach.
Sometimes, the best way to move forward is to rewind—especially when your audience wants to relive their childhood one jingle, and one pop-culture reference at a time.
In India, the past isn’t just remembered—it’s rebranded and resold. And in 2025, that’s not just smart marketing. That’s strategic emotion.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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