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<ul><li>Sargeama latest campaign was conceutalised by the brand team and agency partner <keyword id="3219015" type="PERSON" weightage="20" keywordseo="The-Womb">The Womb</keyword> inside their four walls of safety. </li><li>The campaign reflects on the nostalgic days of summer vacation and how parents always had a solution to lighten up our days lazed with boredom.</li></ul>Amid the unprecedented COVID-19 scenario and extended lockdown period in the country, Saregama has launched a digital campaign which subtly talks about the emotionally and physically draining times for the elderly. The high point of the campaign is also that it has been ideated and created by Saregama’s team along with its agency partner The Womb, sitting at home during the lockdown period with no compromise on the quality. The lockdown has impacted every individual in more ways than one, impacting elderly the most. In times to come, the life may become normal for most but for elderly as there would still be restrictions on the movement outside their home. Their routine walks or visiting parks or meeting their group of family/ friends will be limited, causing lot of physical and emotional disturbance. The latest campaign by Saregama focusses sharply on this insight and launches its new digital film - Jo Abhi Bahar Nahi Ja Sakte Unke liye Ghar Le Aaye - <keyword id="5996910" type="UNKNOWN" weightage="20" keywordseo="Saregama-Carvaan">Saregama Carvaan</keyword>. The campaign reflects on the nostalgic days of summer vacation and how parents always had a solution to lighten up our days lazed with boredom, be it in the form of a video game or any other entertainment, they have always made sure that there was a smile on our faces. Now, when they are stuck at home with almost no social life and very limited means of entertainment, this is a time for children to do something for their parents. The campaign further touches upon the need for entertainment in elderly’s lives and how powerful the music can be for them to sail through the current situation. Saregama Carvaan sits as a best gift for this generation where they get to relive the nostalgia and at the same time helps to break away from the monotony of daily life. Saregama Carvaan comes pre-loaded with 5000 evergreen songs, and is available for home delivery across online platforms and stores Pan-India. <div type="Youtube" id="86kAKbWjp1Y" title="Saregama Carvaan - Ghar Le aayein" thumbUrl="https://i.ytimg.com/vi/86kAKbWjp1Y/mqdefault.jpg"></div>

Saregama’s latest campaign subtly touches upon the challenging times for elderly

New Delhi, Jun 3 () Saregama on Wednesday announced a global deal with Facebook to license its music for video and other social experiences across Facebook and Instagram. This partnership will allow users to choose from a wide variety of music to add to their social experiences such as videos, stories via music stickers and other creative content, a statement said. Users will also be able to add songs to their Facebook profile, it added. "...Now millions of Facebook users will be able to add music from our vast catalogue to stories and videos they create and share," Saregama India Managing Director Vikram Mehra said. Saregama has a catalogue of over one lakh songs across many different genres including film songs, devotional music, ghazals and indipop in more than 25 languages. Saregama will allow people, globally, to use their favourite retro Indian music to further enrich their content on our platforms, Manish Chopra, Director and Head of Partnerships at Facebook India, said. SR ANS ANS

Saregama, Facebook ink global licensing deal

<ul><li><keyword id="106741" type="CITY" weightage="20" keywordseo="Saregama">Saregama</keyword> recently announced its result. Its PAT for Q4 stood at Rs 372 million, which was a 151% growth compared to the same quarter last year.</li><li>Over the years, the company has transitioned from being a music label to today creating IPs in the form of music, films and TV series, along with manufacturing and innovating on its portable music player, <keyword id="4504073" type="PERSON" weightage="20" keywordseo="carvaan">Carvaan</keyword>.</li><li><keyword id="160511" type="PERSON" weightage="20" keywordseo="Vikram-Mehra">Vikram Mehra</keyword>, Managing Director, Saregama India tells us how the company has managed to stay relevant even after being in existence for close to 120 years, and all that it is doing to make sure it stays relevant for the next few decades too.</li></ul>Four years ago, Saregama realized a need gap in the 40+ age group when it came to consuming music. People who wanted to listen to retro music were not able to access them easily. Many missed the good old days of Radio. That was the insight that gave birth to Carvaan, Saregama’s popular portable retro music player. Since then, Saregama has kept innovating on not just Carvaan but also on its other offerings. The company which started as a music label company in 1902 has today gone much beyond that. Today, its portfolio includes intellectual property rights of over 4000 hours of TV content produced for channels in languages including Hindi, Tamil, Telugu, Kannada, Malayalam and Bengali. Over the last few decades, the company has forayed into retailing music through physical and digital mediums. The company now also has a film production unit, Yoodlee Films and it is this diversification of its offering that has helped it not just weather the storm of 2020, but also be ready for the future. In its recently released results, the company said that its Profit after Tax (PAT) for Q4 stood at Rs 372 million, which was a 151% growth compared to the same quarter last year. Its <keyword id="1159047" type="PERSON" weightage="20" keywordseo="Music-Licensing">music licensing</keyword> revenue in FY21 went up by 20%. While it has been a difficult year for many businesses, Saregama’s efforts at expanding its portfolio over the last few years is now paying off. “The biggest transition that has happened for Saregama is that from an old-world company that used to be the custodian of music, we are today a new-age company, which is riding on the digital wave, in India and globally. Proliferation of smartphones and cheap data has led to a huge increase in the consumption of content and digital is pushing this explosion. And as Saregama, we are now sitting at the heart of all the action, be it with our music, our films or TV series,” said Vikram Mehra, MD, Saregama India. Right now, the company is primarily focusing on two things, the creation of IPs, be it as music, films or TV series, and monetizing them. The second is to create a platform on the back of Carvaan to talk to the 35+ age group. While the original Carvaan was aimed at an older age group, the company is now innovating to make it attractive to a younger audience too. Last year, it had launched a Karaoke variant to appeal to the 35+ age group. Its Carvaan 2.0 version, which comes with thousands of pre-loaded songs, also supports podcasts now. On how it has been able to stay relevant, despite being an almost 120-year-old company, Mehra said, “How you think as a company makes a lot of difference. In recent times, the average age of the company has gone down steeply. We are getting younger people on board who understand the new world better and asking them to guide us.” The company is also working on the acquisition of new content aggressively. It recently announced that it has acquired the music of a series of big-ticket movies which include <keyword id="6358308" type="PERSON" weightage="20" keywordseo="Sanjay-Leela-Bhansali">Sanjay Leela Bhansali</keyword>’s upcoming movie, Gangubai Kathiawadi along with his next movie, Akshay Kumar starrer Bell Bottom and Ajay Devgn’s Maidaan. Saregama has also acquired the rights of the yet unnamed official adaptation of the cult blockbuster, Anniyan, which will be directed by Shankar and will feature actor Ranveer Singh. Last year, Saregama also struck licensing deals with Facebook, Spotify and Triller. Its music is now also available on various short video platforms like Moj and Josh where people can use them to create their content. Saregama is also heavily investing on regional music. “Saregama is one of the oldest music labels in the country and we have relationships in every music and film market in the country. Because of our legacy, we are harnessing those relationships and entering into Gujarati, Bhojpuri, Punjabi, Tamil, Telugu and Hindi music. Our aim is to create enough content so that the kids of today who are going to consume content will keep on listening to this content for another 50 years,” he explained. Last year, the lockdown also meant people were stuck at home. So while the sale of Carvaan, which is a product people want to experience before buying, saw a hit, its kids variant Carvaan Mini Kids saw impressive growth. “This is a product we have never marketed and yet it is the fastest selling Mini for us,” he added. Overall, Carvaan sold 1,10,000 units in Q4 FY21, despite retail sale having been massively impacted by the pandemic. With the addition of a podcast feature on Carvaan 2.0, Mehra is confident of the monetization opportunities it opens up for them. “For us, till now, Carvaan was a one-time margin product, similar to say a refrigerator that you sell once and make money out of it and that’s it. Now with podcasts coming in, it creates a huge opportunity for us as a platform to start generating advertising or subscription revenue,” he explained. Mehra is also not stuck on getting Carvaan-only exclusive podcasts. “Our model is a little different. As a company, we are telling podcasters to bring their podcasts to us on a non-exclusive basis. And if ever we make revenue off of it, we plan to share 40% of it with the content partner,” he added. If things go as planned, Saregama plans to start monetizing its podcasts in the next 2-3 years.

The almost 120-year-old Saregama is ready for the future; here is how it is transitioning to stay relevant for the next few decades

<ul><li>The world as we know is going through a shift with new behaviors emerging. Brands are having to re-imagine their strategies and re-align.</li><li>We spoke to <keyword id="137473" type="PERSON" weightage="20" keywordseo="Ajit-Kumar">Ajit Kumar</keyword>, Senior Vice President – Sales &amp; Marketing, Saregama on how the brand is modifying it's marketing strategies in this new world order.</li><li>Kumar tells us that moving forward, their communication will be more cause-based, emotional, attempting to bring more happiness to the family, and as well as the elderly. </li><li>He also tells us that brands need to follow the behavioral shift amongst consumers and communicate in the way they want to consume information, through the right platform and with messaging that is value-oriented, educational, and compassionate</li></ul>The world as we knew it, even till a few months back, has undergone a huge change. Consumer behaviour is undergoing a massive change. The way brands used to communicate with the consumers is changing. In adverse situation like this, it is more about building a connect and ensuring it stays rather than hard-selling a product. Consumers are now being careful about where they spend and therefore brands are having to work even harder to make themselves relevant to it's consumer's life. The way brands are using media is also changing. Many brands that used to be heavily dependent on traditional mediums now feel digital and social media is their best bet. For a brand like Saregama's Carvaan, the last few months have been about studying the shifts in <keyword id="401593" type="PERSON" weightage="20" keywordseo="consumer-behavior">consumer behavior</keyword> and re-thinking and re-evaluating their strategy. We recently spoke to Ajit Kumar, Senior Vice President – Sales &amp; Marketing, Saregama, to understand how the brand has been navigating the last few months. Excerpts: Q) How have the lockdown months been for the organization? What kind of business impact have you seen? The COVID-19 outbreak is making both consumers and brands face a new reality. The world as we know is going through a shift with new behaviors emerging. In this scenario, as a brand, we had to re-think and re-evaluate our strategy to adapt to this new environment. While the quantum of the impact remains unknown, the relaxation of lockdown in places is helping us spread our reach. With a product like Carvaan, our key aim was not to market our product but to showcase how it can be your companion even in the darkest times. While we face the pandemic, one thing that has united people across the globe is the power of music, and we are happy to lend support wherever we can, with a product that is so close to our heart. Q) What has your strategy been to minimize the impact as an organization? As an organization, we are in diverse businesses like Films, YouTube, Licensing and Retailing of Carvaan. Digital consumption picked up tremendously during the lockdown while retail did suffer. But this did not bring the morale down, we utilized this time to train our sales team on our products through various online training sessions. We encouraged people to learn new things be it social media or do online trainings or re-plan and re-think our go to market strategy so that we are ready as soon as the markets open. We knew the moment things settle, this will help them as an individual and us as an organization. We actually took many projects during the lockdown and completed them without any delay. We have only seen productivity going up during these tough times. Now the things are opening up slowly, we are able to reap benefits of what we learnt and strategized in last few momonths. Q) Tell us a bit about your recent Ghar Le Aayein campaign. What was the thought behind donating Carvaans to old-age homes? Our campaign was created keeping in mind the current times, and human psychology. Though the unlock phase has begun, there is a fear of the unprecedented impact of the virus, especially on the elderly, who are more prone to it. So, they would be not left alone at home even as others start to step out. Through this campaign, we aimed to position <keyword id="5996910" type="UNKNOWN" weightage="20" keywordseo="Saregama-Carvaan">Saregama Carvaan</keyword> as a companion to the elderly. The product will cater to and fulfill their need for entertainment, old melodies being an emotional connect. Children can gift their parents Saregama Carvaan, to help them cope with boredom during the times they are alone at home. We also took a step further by donating Carvaans to old age homes to spread smiles amongst the elderly, to help them find solace and companionship in these challenging times, and comfort them. Q) Speaking from a marketing perspective, how different was your strategy during the lockdown? The lockdown made people very digital-friendly and people started to spend a lot of time on social media and other online platforms. So we moved to digital completely. This included increased content consumption, content creation and experience sharing. We did a #stayhome series where people created content from home and shared with us, people shared their experiences of how they were using Carvaan to sail through these times, the consumption of our podcasts on Carvaan 2.0 went up. Infact, Bhagwad Gita was one of the highest heard podcast. So all in all, it was a very evolving experience and future strategies will be made keeping the changing behavior in mind. Q) Do you think marketing took a greater purpose during this adverse time? COVID-19 has changed the face of marketing – making it follow the pillars of empathy, trust, and necessity. Navigating through the new normal has forced brands to now focus on messaging on the lines of <keyword id="54209" type="PERSON" weightage="20" keywordseo="compassion">compassion</keyword> and craft narratives which are reassuring and relatable to consumers in these unprecedented times. Now more than ever, consumers need to see brands action their communication – whether it is the core product promise or leading a cause to support communities. As brands, we need to follow the behavioral shift amongst consumers and communicate in the way they want to consume information, through the right platform and with messaging that is value-oriented, educational, and compassionate. With content consumption at an all-time high on social media, online platforms have become an important tool in the marketing mix to engage with consumers. Q) As a marketer, what has been your biggest learnings from the Covid-19 experience been? The global pandemic has left a long-lasting effect on every aspect of our lives. The virus along with the lockdown has fueled changes in the consumer and brand space altogether. This year has brought about some major learnings – in terms of harboring a simple life or valuing every moment. As a brand, we believe that we can now bring together our learnings to move forward and evolve. We are embracing the consumer bond and hoping to only grow it stronger in the future while keeping the feelings of nostalgia intact. Q) While the country is opening up, there's still some time for people to go back to retail shops. In such a scenario, how are you reaching out to consumers? Are you strengthening your presence on e-commerce? We are available on various e-commerce platforms already – like Amazon, Flipkart etc and we have our own ecommerce platform as well. Consumers can also place their orders on our website, where we offer deliveries across India, with utmost care. As consumers couldn’t find products in traditional outlets due to the ongoing pandemic, our approach shifted from information-first ads to a more sales-driven strategy where we communicated that the product is available on digital websites. Q) Innovation is important for Saregama as an organisation. Are you also planning to expand on your offerings or innovating on your current portfolio? As a brand, we want to constantly evolve and offer a vast portfolio to the consumers, which are more than just products – but also mean something to them. Innovating with impact has been our key goal, and we wish to pursue it further – with nostalgia at the core. However, as mentioned earlier, we have increased our digital portfolio, by introducing additional 11,000 songs – thereby increasing our digital presence in over 12 languages. Q) Saregama has been partnering with other platforms like Spotify and Facebook. What's been the thought? Will we see more such partnerships in the future? Are partnerships the way forward for the music industry? The ways and formats of content consumption has evolved rapidly over the past few years. Saregama holds an evergreen library of over 100 years and we are creating/ acquiring new music too. We want to be available possibly on all platforms which has an audience for our music. The industry is moving too fast, we would like to be aligned to changes. Q) What are your broad marketing plans for the rest of the year? What will your area of focus as a marketer be? The pandemic has witnessed the shift of advertising budget from traditional marketing like print, and ATL-outdoor activities to digital and mobile marketing, with the end-users being indoors, and preferring to consume content primarily on their mobile phones or TV. For the coming quarters, our <keyword id="489452" type="PERSON" weightage="20" keywordseo="marketing-strategy">marketing strategy</keyword> would be more digitally-driven. There has been a rise in engagement and we are able to analyze real-time conversations and ROI for our brand. With a limited budget, you are concerned about spending every penny, which is where digital is working very well for us. Moving forward, our communication would be more cause-based, emotional, attempting to bring more happiness to the family, and as well as the elderly. In the post-COVID-19 world, brands need to think beyond and explore innovative tactics to reach out to their audiences. We, as a brand, will focus on two areas: Understanding consumer behavior and knowing analytics. It would be key as the way consumers interact/behave would be different in the post-COVID-19 world than during and pre-COVID-19 era.

COVID-19 has changed the face of marketing making it follow the pillars of empathy, trust, and necessity: Ajit Kumar, Saregama

<ul><li> It will introduce its first TV ad featuring Bollywood stars. </li><li><keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>’s first national TV campaign in India features a deadly combo — <keyword id="6354700" type="DEFINITION" weightage="20" keywordseo="Anil-Kapoor">Anil Kapoor</keyword> and Ishaan Khattar. </li></ul> Global digital music service Spotify which swept the Indian market with dirt cheap subscription, is now making a bigger play. It will introduce its first TV ad featuring Bollywood stars. Anil Kapoor along Ishaan Khattar will feature in the ad films and stills. “In this campaign, Anil Kapoor makes a cool dad, who even in his 60s, is as young and energetic as a 20 year old. Ishaan as the son, is India’s new generation – full of energy and optimism,” said Rajdeepak Das, Managing Director India. In spite of the many challenges Spotify faced in India like court cases with Saregama, it is marketing its services aggressively. “The new campaign reinforces how seamlessly Spotify fits into their lives through availability of 50 million tracks, including the latest and most popular, access to 3 billion plus editorially, algorithmic and user-curated playlists, said Amarjit Batra, Managing Director - India, Spotify. The world’s largest music platform promising to provide an uninterrupted experience, based on the vast music library and the option to play tracks anytime, anywhere. According to Spotify, the campaign features four TVCs in Hindi, Telugu, and Marathi, and are being aired on popular GEC, movies and English cluster channels, in addition to a few regional channels. There are also creative activations across online and social media platforms, to amplify the digital conversations, including interactive digital engagements that feature Kapoor and Khattar, and other artists and influencers on Twitter, Instagram and Facebook. “The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts as a companion,” said Rajdeepak Das, Managing Director India and Leo Burnett, Chief Creative Officer South Asia.

‘Cool Dad’ Anil Kapoor becomes the new face for Spotify India

New Delhi, Mar 4 () ByteDance, which runs short-video platform TikTok, has launched a new music streaming service 'Resso' to take on competitors like Gaana, JioSaavn and Spotify in the Indian market. Resso, which calls itself the world's first social music streaming app, is also looking at expanding its service to Indonesia in the the next few months. "India is the first market where we are rolling out. The app is targeted at 18-24 year olds. It includes many exclusive and easy-to-use social features that will enable these Gen Z users to instantly connect with a larger community," Resso India Head of Music Content and Partnership Hari Nair told . He added that the company is working on expanding to Indonesia over the next few months. For accessing features like downloadable content, unlimited skips and high-quality audio, users will need to upgrade to a monthly premium subscription of Rs 99 for Android and Rs 119 for iOS. The basic app is free for users. Nair said the company's initial focus is on getting more users onboard but declined to comment on specific numbers. Noting that the company has partnered with local and international players, Nair said Resso has also inked deals with labels like Sony Music Entertainment, Warner Music Group, Merlin and Beggars Group, T-Series, Saregama, Zee Music, YRF Music, Lahiri Music, Divo and Muzik 247, among others. Resso, which allows users to generate content for the 'Vibes' feature, has set up a content moderation team to ensure that that inappropriate content is put up. The app has a scroll format (similar to TikTok) and allows users to discover music content as soon as they open the app. "Gen Z and millennials are at the core of our offering and both music and social networking are central to their daily lives. The relationship between music and the listener is currently passive but with Vibes, comments and other features, Resso aims to transform this through a new and compelling music streaming experience," Nair said. With increasing availability of affordable smartphones and cheap data plans, India is the largest mobile data consumer market globally -- an opportunity that global tech companies are vying to tap into. TikTok, which is part of China's ByteDance, has seen strong growth in its userbase in India. The platform, which allows users to create 30-second videos, has seen content being generated across categories like education, entertainment and food. It has over 200 million users in the country. SR HRS

TikTok parent ByteDance woos India's Gen Z with Resso

<ul><li>TikTok’s parent company ByteDance launched its <keyword id="8867313" type="UNKNOWN" weightage="20" keywordseo="new-music-streaming-app">new music streaming app</keyword> <keyword id="8433078" type="UNKNOWN" weightage="20" keywordseo="resso">Resso</keyword> in India today.</li><li>In an interview with Business Insider, Resso’s head of music content and partnerships at Resso Hari Nair called the app a “social music streaming experience.”</li><li>He said the aim of the app is to turn ‘passive’ music listening into ‘active’ listening.</li></ul>TikTok’s parent company, ByteDance, just launched in a new music streaming app Resso in India. The internet technology company based out of Beijing is entering an already competitive market. It will have to go up against local players like Gaana and Mukesh Ambani-owned JioSaavn as well as international giants like Spotify. Resso is betting that its ‘vibes’ will stand out in the crowded market — a feature in the app that allows the user to post GIFs or short videos to individual songs. The aim is to make the music listening experience more “active” rather than “passive” and create a “social music streaming experience”, according to Resso’s head of music content and partnerships Hari Nair. “There was a clear void between streaming services and social media. Resso connects both of them very nicely,” Nair told Business Insider India. Vibes comes coupled with the comments feature so that listeners can interact with people listening to the same song. The paradox of choice Most popular music streaming apps are open to an explore page where users can browse through playlists and recent releases to choose what they want to listen to. Resso takes an approach that is exactly opposite. Instead of letting you choose, it chooses for you. The app’s instant-play feature starts streaming songs as soon as you open the app. Listeners can still dig into other options by navigating to the explore tab but for others who are bogged down by the ‘paradox of choice’ — having to choose between too many options — it’s a welcome reprieve to let Resso take control. “Many people came back to us and said that they didn’t need to skip over songs while using the instant-play feature so that means the recommendation is working. There were many motivating key points,” said Nair. However, since the suggestions are based on the app’s own artificial intelligence-based algorithm, the song choices largely depend on the preferences you select while signing up for an account. Considering that Spotify’s niche is its own algorithm, Resso will have to prove its mettle in how well it knows its listeners. Indie artists and exclusive songs One of the biggest pain points of the music streaming industry is that platforms have now started releasing songs which are exclusive. For instance, a JioSaavn user would have to download Gaana in order to listen to Mithi Mithi by Amrit Maan featuring Jasmine Sandals since it’s a Gaana exclusive — even though JioSaavn features other songs by the same artist. And, that’s something that even Resso can’t avoid. “I think that’s the nature of the industry, you can’t help it. All you can do is sign up more independent artists on your platform so that they don’t go anywhere,” said Nair. Independent artists are going to be a big play for the ByteDance-owned music streaming app. They plan on being the most aggressive to sign up new talent in the industry going forward. “Artists can come through a label or come directly to us, we will sign up all of them. We’ve already partnered with quite a few independent labels including Azaadi Records and BigBang. There are a couple of artists who have approached us directly. We will be most aggressive on independent music,” said Nair. Unlike Spotify’s rough start in India, Resso has licensing deals with all international and local majors locked down, including Warner, T-Series, Saregama, TimesMusic and others. Most regional majors are on board as well with the exception of one or two, which Nair said will be finalised in the coming month or two. The app is available for download on the Google Play Store and the iOS App Store. It’s free for use. The version has a limited music streaming to 128 kbps and users won’t be able to download songs. The paid version of the app costs ₹119 per month, much higher than its counterparts. Neither version features ads — for now. See also: <a href="https://www.businessinsider.in/tech/apps/news/spotify-will-need-to-dig-deeper-into-its-arsenal-to-win-over-the-competition-in-india-even-after-a-year-of-going-local/articleshow/74442169.cms">Spotify will need to dig deeper into its arsenal to win over the competition in India, even after a year of going local</a> <a href="https://www.businessinsider.in/apple-music-spotify-jiosaavn-gaana-subscription-price-in-india/articleshow/68737328.cms">Apple Music is now cheaper than Spotify in India</a>

TikTok owner ByteDance's new music streaming app Resso just launched in India — and it's betting on 'vibes' to beat Spotify, Gaana and JioSaavn

<ul><li>Since memories can now be triggered at the tap of a screen, nostalgia is more accessible than ever before. A powerful emotion, it is a perennial marketing tool. </li><li>Harjiv Singh, Founder and CEO, Gutenberg traces how different kinds of brands have used ‘nostalgia’ over the years and writes how it would be interesting to see what becomes of this trend in the decade ahead as technology matures and a generation of digital natives approaches its prime spending years.</li></ul>‘Kitne aadmi the?’ Few who grew up to Hindi cinema in the 1970s could ever forget Gabbar Singh’s iconic dialogue in Sholay. In 2016, the creators of a popular advertisement for Google India counted on just that. The six-minute ad, released on YouTube and titled <a href="https://www.youtube.com/watch?v=eYqEpuifLI8">‘The Hero – A Bollywood Story’</a>, centres around an ageing cinema hall manager who almost bagged a role in the hit film as a young man before being forced to give up on his promising dream of becoming a Bollywood ‘Hero’. Four decades later, his son takes him to the place where the memorable line was shot and the two engage in a poignant re-enactment of the scene. What follows is a nostalgic homage to other films of the last five decades, including more recent ones like Dil Chahta Hai and Rang De Basanti. The ad’s popularity was inevitable. Since its release, it has garnered almost seven million views on YouTube. But Google has not been alone in riding the nostalgia wave over the past decade. More recently, 7UP and Onida have revived their <a href="https://www.livemint.com/Consumer/GdGbdM3lOKUN9JxkxX0T4K/Fido-Dido-the-curly-haired-cartoon-mascot-makes-a-comeback.html">Fido Dido</a> and Devil mascots respectively from the 1980s and 1990s. The Jawa motorcycle, popular in the 1960s and 1970s, is back on Indian roads today, while yesteryear music hits and Ameen Sayani’s Geetmala radio shows have made a comeback through <a href="https://www.thehindubusinessline.com/catalyst/the-retro-revolution/article26082532.ece">Saregama</a>’s Carvaan. Internationally, too, brands like Microsoft, Apple, Walmart, Bacardi, and others have capitalised on our collective longing for simpler times. Retro is clearly back in style. What makes nostalgia tick? In his 2010 book Thinking, Fast and Slow, Nobel-winning psychologist Daniel Kahneman observes how as human beings, we consciously define ourselves through stories, shaping them around significant events in our lives. This explains why familiar senses can inspire a longing for a past that almost always appears simpler and fonder with time. Nostalgia was long thought to be a mental defect. But <a href="https://www.nytimes.com/2013/07/09/science/what-is-nostalgia-good-for-quite-a-bit-research-shows.html?auth=login-google&amp;login=google">a growing body of research</a> has shown that it can actually counter negative emotions like boredom, loneliness, and anxiety while enriching our lives with meaning. This is precisely what makes nostalgia such an effective marketing tool. A 2014 study published by the <a href="https://academic.oup.com/jcr/article-abstract/41/3/713/2907535?redirectedFrom=fulltext">Journal of Consumer Research</a> showed that it even encouraged consumers to spend more. A keen understanding of the target audience and the cultural milieu of the past is fundamental to nostalgia marketing. Nostalgia, by definition, is contingent on maturity. Advertisers need a sizeable window of collective experience to tap into for their marketing to be effective. It makes little sense to use nostalgia to sell products or services to a 14-year-old. On the other hand, consumers in their prime spending years of 40 to 60 and older millennials (who acquired purchasing power more recently) provide a range of experiences for marketers. Much of recent nostalgia marketing has evidently attempted to appeal to both older and younger consumers. A part of the strategy behind Google’s 2016 ad was that it contained references to films from two Indias – an older socialist India and a modern post-liberalisation India, thus appealing to cohorts that grew up in both. Onida offers another telling example. In the 1980s, when television was establishing a nascent presence in Indian middle-class homes, the brand launched its iconic <a href="http://theprint.in/features/brandma/devils-in-the-detail-how-onida-tv-became-a-household-name-in-the-80s/203262/">Devil mascot</a>. The Devil remained Onida’s mascot for two decades before the company wrapped it up. When it was resurrected in 2018, it was clearly meant to evoke the memories of those who knew the brand three decades earlier. We have also seen marketing specifically targeted at older millennials, who also came of age at a relatively simpler and more stable time. In 2013, Microsoft released <a href="https://www.youtube.com/watch?v=qkM6RJf15cg">an advertisement</a> targeted at American millennials for Internet Explorer that drew heavily on the shared childhood experiences of the average American who grew up in the 1990s. Five years later, <a href="https://www.livemint.com/Consumer/fmwGzln1EFphMqUZfx8jrJ/Why-is-ParleG-talking-to-millennial-in-the-new-ad-campaign.html">Parle-G</a>, an 80-year-old brand consumed by children and grandparents alike, launched a campaign that drew on familiar memories that Indian millennials associate with the popular biscuits. Manufacturing nostalgia <a href="https://www.theatlantic.com/magazine/archive/2017/06/the-end-of-forgetting/524523/">In 1888</a>, Kodak released its first commercially successful camera, marking the beginning of mass-scale technologically aided nostalgia. Today, social media and smartphone technology provide the means to create and distribute content, and with it the ability to effectively manufacture nostalgia. It only takes a smartphone equipped with a good camera, the right editing app, and internet access to create and drive powerful content. Social media is replete with listicles curated to trigger nostalgia by evoking past pop culture fads. But consider how any content that sparked such a trend on Facebook, Twitter, or Instagram first began as a single post on one profile before going viral. Recent marketing has effectively capitalised on the nostalgia enabled by such platforms. <a href="https://blog.hubspot.com/marketing/examples-nostalgia-marketing-ads">In 2016</a>, the much-adored painter Bob Ross, best known for the 1980s US television series The Joy of Painting, experienced a resurgent popularity, two decades following his death, after the classic show was picked up by Netflix. He soon became a trending topic on Instagram and drew the attention of Adobe, which released a series of tutorial videos to promote their Adobe Photoshop Sketch that paid homage to the late artist. Modern technology has reduced the spontaneity that once characterised nostalgia. <a href="https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/">There are currently</a> over four billion people with Internet access, more than five billion mobile phone owners, and above three billion social media users across the world. Ironically, rising technological adoption and disruption is inspiring and aiding a retreat towards simpler times. Since memories can now be triggered at the tap of a screen, nostalgia is more accessible than ever before. A powerful emotion, it is a perennial marketing tool. It would be interesting to see what becomes of this trend in the decade ahead as technology matures and a generation of digital natives approaches its prime spending years. - Harjiv Singh, Founder and CEO, Gutenberg

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