Gopi Bahu, CID & Shaktimaan: Brands weave memes and nostalgia into marketing campaigns

Nostalgia and meme culture are the new fuel for modern advertising. By repurposing moments from iconic Indian TV shows and films, brands are crafting campaigns that not only amuse but also resonate deeply with their audiences.

Whether it’s through recreating melodramatic moments or revisiting evergreen characters, these ads tap into the internet’s love for revisiting the past while staying relevant to current trends.

Here’s how some brands have leveraged internet culture and nostalgia in their recent campaigns

Saath Nibhana Saathiya - Frnd App

The Frnd App ad is a recreation of a memorable scene between Ahem and Gopi from Saath Nibhana Saathiya. In the ad, Gopi throws her poha at Ahem in frustration, voicing her grievances about dealing with someone as stubborn as him, and even referencing her infamous "laptop-washing" moment. The ad humorously connects the show's drama to the app’s aim of fostering healthier and more meaningful friendships and relationships.

Arshad Warsi Golmaal Ad- For Flipkart Black Friday

One of the standout examples of nostalgic meme marketing was Flipkart's campaign during the Black Friday sale, where they cleverly recreated iconic scenes from the Golmaal franchise with Arshad Warsi. This ad taps into the popularity of Golmaal with its humorous tone and memorable characters. In this recreation, Arshad Warsi, reprising his role from the movie, delivers a punchy performance that both entertains and promotes Flipkart's deals. This blend of humor and nostalgia resonates deeply with audiences, particularly those familiar with the film series, enhancing the emotional appeal of Flipkart's sale season.

Jab We Met - Goibibo

Kareena Kapoor Khan reprised her iconic role as Geet, bringing her bubbly personality to life in a Goibibo ad. The campaign mirrors the famous "Hotel Decent" scene from Jab We Met, where Geet confidently deals with a clueless hotel receptionist. In the ad, she highlights Goibibo's seamless booking process while maintaining her quirky charm. It’s a perfect example of nostalgia meeting practicality.

Sarabhai vs Sarabhai - Flipkart Grocery

This ad cleverly uses Maya and Indravadhan Sarabhai’s classic banter to promote Flipkart's grocery delivery service. Maya’s obsession with class and sophistication aligns hilariously with Flipkart’s tagline of quality groceries at great prices. The ad not only entertains fans but also strengthens the brand’s promise of convenience and reliability.

Oye Lucky! Lucky Oye! - WhatsApp

WhatsApp crafted a clever campaign showcasing how Lucky from the film uses their new feature for encrypted chats, playing on the heist theme of the movie.

CID - Daya’s Door-Breaking Legacy

The CID universe is no stranger to brand integrations, with Daya’s door-breaking skills taking center stage:

• GoMechanic: Daya humorously breaks a car door instead of a regular one, symbolizing the brand’s robust car repair services.
• Netflix for Haseen Dillruba: CID’s investigative style is spoofed to promote Netflix’s thriller, keeping ACP Pradyuman and Daya at the heart of the drama.
• MPL Gaming App: A playful take on CID's investigative tone is used to introduce MPL's gaming platform, showing Daya “breaking into” fun new games.

Bhabhi Ji Ghar Par Hain - Rupa Thermocot

The ad plays on Angoori Bhabhi’s catchphrase, “Sahi Pakde Hain,” to humorously highlight the comfort of Rupa’s thermal wear. The show’s over-the-top characters make for a perfect backdrop to this quirky winter campaign.

Shaktimaan - Gadda Co

This mattress company reinvented Shaktimaan’s flying sequences to showcase how their products make users feel as if they’re floating. The ad resonates with millennials and Gen Z who grew up watching the superhero.

Anupama - Mr. DIY

The emotionally charged world of Anupama is reimagined in this ad to showcase Mr. DIY’s affordable home improvement solutions. The ad mirrors Anupama’s struggle with balancing home life and personal dreams, perfectly aligning with the brand’s ethos of empowering individuals.

Komolika - Hotstar’s Karma Calling

Hotstar cleverly revived the iconic vamp Komolika to promote their original series Karma Calling. Her scheming persona with Raveena Tandon's positive charm fits perfectly into the show’s suspense-driven narrative, making the ad a natural extension of her character.

3 Idiots’ Virus - Flipkart Sale

Flipkart brought back Boman Irani as Virus, the strict professor from 3 Idiots. The ad focuses on Virus’s comically strict personality as he navigates through Flipkart’s exciting deals, perfectly blending humor and nostalgia. Boman’s reprisal adds a layer of authenticity to the campaign.

These campaigns are masterclasses in combining nostalgia with contemporary relevance. By revisiting memorable characters and scenes, brands not only cater to the internet’s love for nostalgia but also ensure strong emotional connections. This blend of humor, relatability, and shareability keeps audiences engaged while amplifying the brand’s reach.