Humans are emotional beings, and nothing resonates more deeply than the bonds and connections we form. In the realm of consumer culture, one sentiment stands out for its enduring impact: nostalgia. Nostalgia refers to a powerful longing for the past, a sentimental yearning that tugs at our heartstrings and evokes memories of cherished moments.
How do Indian brands like Maggi, Amul, and Cadbury, harness the power of nostalgia to create lasting impressions and secure their positions in the hearts and minds of consumers? By understanding the enduring impact of nostalgia, we can gain valuable insights into the intricate dynamics between emotions, memories, and consumer choices in the Indian marketplace.
The Psychology Behind Nostalgia
The psychological impact of nostalgia has deep roots which helps the brands utilise the concept to increase sales and brand recognition. Nostalgia has become a powerful marketing tool for brands, as it taps into consumers’ emotions and triggers a sense of comfort, familiarity, and positive associations.
A meta-analysis conducted by Zhou, Wildschut, Sedikides, and Chen in 2012 analysed data from various studies on nostalgia and well-being. The results confirmed that nostalgia is associated with increased positive affect, reduced negative affect, and overall enhanced well-being.
When brands leverage nostalgia effectively, they create a deep emotional connection with their target audience, resulting in increased sales and brand loyalty.
Money and Emotions: How does nostalgia impact the economy?
Let’s look at the economic impact by looking at some examples of some brands which tapped into the potential of nostalgia. There are three data parameters we can look at with examples of Indian brands. Maggi will help us understand Sales Growth, Amul for Market Share and Cadbury for Consumer Engagement. Three driving forces help the brands maintain their dominance.
There can only be one Maggi
We’ve all fought with our siblings over the proportions of Maggi. Maggi has been our childhood, our best friend at the hostel, and our support system as we grow up. How did the Swiss brand establish an emotional connection and dominate the Indian market?
Maggi is that one brand that has successfully tapped into nostalgia and often witness a significant boost in sales. Maggi has kept their prominent flavour, branding, and logo the same over the last half a century to induce nostalgia in millennial kids. We all remember the temporary ban in 2015 on the beloved Maggi. People were buying packets illegally!
Post the ban, Maggi experienced a remarkable surge in sales.According to market research data, Maggi's sales volume increased by 40% within the first quarter of its comeback, showcasing the power of nostalgia in driving consumer demand. Click To Tweet
Maggi is known to tap into the nostalgia which sustains the market dominance of the brand, Maggi utilized their fond memories for their classic “Me and Meri Maggi” (Me and My Maggi) campaign to celebrate 25 years of their success in India. They asked consumers to submit “Maggi videos” that got featured in their advertisements and blogs. Can you guess the number of responses? 30,000!
Amul doodh peeta hai India
This must’ve triggered the famous jingle in your head. Amul is one of the brands with the most product variety and is also a national icon with market dominance. Amul’s nostalgic marketing approach, featuring the iconic Amul Girl mascot and relatable advertisements, has helped solidify its position as a household name.
Keeping up with the times, Amul uses the nostalgic approach of marketing to keep up with the latest trends and moment marketing.
Additional to the quality, Amul has a huge market share within the Indian market. Kurien strongly believed that Amul’s biggest asset was its people. From starting off to helping dairy farmers, Amul has an emotional connection which draws consumers to the brand.
Amul does not only have dominance in the Indian market but has a global presence. Considering that Amul in itself has reached that position is something every Indian should be overjoyed to think about.
Amul is an evergrowing brand with its wide variety of products, and market dominance speaks for the sales. The trust, and nostalgia-driven marketing of not changing the brand’s essence, but keeping up with the times is what makes the brand a leader.
Kuch Meetha hojaye?
Cadbury has become synonymous with chocolate in India. The brand has shifted the narrative of giving Mithai at festivals to giving chocolate boxes. We’ve all gotten Cadbury Celebrations of Rakhi.
A few reasons why Cadbury stays at the top of consumers’ minds is that the brand addresses the requirements of every consumer, from childhood to adulthood, from impulse purchases to family treats.
Where consumer engagement comes in is the correlation of occasions and festivals with the brand. This helps a link between Cadbury Chocolate and these events, ensuring a Cadbury product available for each occasion. Cadbury changed the narrative that chocolate was meant for children only.“The undisputed market leader in the chocolate category in the country—the parent company, Mondelez India owns over 65 per cent of the market share. Cadbury Dairy Milk alone commands a market share of over 40 per cent.” -via Mondelez International Click To Tweet
Various campaigns like “Kuch Khaas hai”, “Mann main laddoo phootaa”, “Kiss me”, and more make the brand maintain its position as the leader in the industry.
We’re craving some of our favourites now, are you?
From this analysis we can understand how nostalgia plays a pivotal role in Indian consumer culture, evoking emotions and memories that significantly influence purchasing decisions. Brands that effectively tap into nostalgia create deep emotional connections with consumers, resulting in increased sales and brand loyalty.
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