Ads-It's not really new-new

There’s a new wave of advertising sweeping over Indian channels, only it’s not really new-new. So many heyday Ads are coming now a days. What I strongly feel is there’s more to this reuse of old ads than just the effort to tap nostalgia. Let it be Garden saree Ad by Lisa Roy or Bajaj Electrical s " jab mein chota ladka tha" Ad. Old Days Ads have created a resonance in the minds of consumer and when ever the Brand comes into mind somehow the unique Ad comes into mind automatically. So it makes sense to me bringing back the old ads.It makes sense for us to go back to a property that was iconic. It is less about nostalgia and more about juicing value out of what we still consider is a strong meaningful property in difficult times. As long as the target consumer is same and message strategy is unchanged, i think use of old ads are ok. It will definitely evokes the sense of loyalty and brand recall to a great extent.

But there is a paradox to it also. Could companies have run the same old commercial? Perhaps not in all cases, as the imagery won’t be contemporary enough, but they can try to stay true to the original.