Nostalgia Marketing Through Music: How Old Hits Are Making Comebacks In Ad Campaigns

In the ever-changing world of advertising, marketers are always on the lookout for creative ways to capture audiences and leave a lasting impact. One increasingly popular strategy is nostalgia marketing, where classic hits from the past take center stage.

Revisiting these old, simpler days has found a space in marketing yet again.Nostalgia, often described as a sentimental longing for the past, holds a universal appeal. Music, being a powerful trigger of memories and emotions, has emerged as a key element in nostalgia marketing. Old hits from various decades evoke feelings of warmth, joy, and familiarity, making them an ideal choice for marketers aiming to establish a connection with consumers.

Impact on Brand Image and Perception

The choice of nostalgic music can significantly shape how a brand is perceived. By tapping into the emotional resonance of beloved songs, advertisers aim to forge a positive link between the brand and consumers' cherished memories. Nostalgic music has the power to evoke feelings of comfort, joy, and sentimentality, molding the audience's perception of the brand as one that understands and values personal experiences.

Several brands have achieved remarkable success by incorporating old hits into their ad campaigns. Whether it's Volkswagen using "What the World Needs Now Is Love" or Apple featuring The Beatles' "All You Need Is Love," these campaigns showcase the impact of nostalgia in creating memorable and effective marketing.

Lloyd Mathias, former Marketing Head of HP Asia-Pacific, notes, ”Using nostalgic music is a good way to cue in positive memories for consumers. Music takes many listeners to a different period in their lives – and retrospectively these are mostly positive memories.Some great examples include the Nissan Micra ad with Ranbir Kapoor sings ‘Chala Jaata hoon’; or Raymond’s using ‘samne yeh kaun aaya’”

The interest in nostalgic things is also driven by a want for realness in advertising. People see classic songs as always relevant, and using them in ads can show that the brand is honest and real. This feeling of sincerity connects with consumers who are looking for deeper and more meaningful relationships with brands.

"Old hits have always been a good way to make an ad more memorable. With the older millennials, GenX, and boomers forming a significant and affluent part of many brands' target segments, they provide a perfect ground to cue in nostalgia through old classics," adds Mathias.

Advertisers know that people like different kinds of music from various periods. Whether it's famous rock songs or catchy pop tunes, the idea is to use the strong feelings people have for these songs to make ads more effective.

The age demographic plays a pivotal role in the resurgence of old hits in ad campaigns, considering the preferences, nostalgia, and cultural references of both older and younger consumers.

Shameer Tandon, Music Director, highlights, "Old hits are timeless, and many decision-makers in traditional companies, typically aged 40 and above, often let their personal preferences influence the brand's connection with music. However, it is wise for brands to incorporate old hits for several reasons. Firstly, these classics have an appeal that extends to younger audiences."

Ads are 30 to 60 seconds and to create a lasting impression, music plays a big part in grabbing the attention of the viewers.   Old hits add that magic touch. 

Music has the unique ability to transport individuals back to specific moments in their lives. By incorporating old hits into ad campaigns, marketers are capitalizing on the emotional connection consumers have with these songs.Whether it's a commercial for a car, a soft drink, or a tech product, the right nostalgic tune can evoke positive feelings and influence purchasing decisions.

Shruti Pathak, Bollywood Playback Singer, said ”Nostalgic music comes with relatability & sense of legacy.  It’s a value addition to the brand.  Also caters to larger audiences and different age groups all at once.  And hence in most cases it works as long as it’s done well and not away from the true essence of the music.”

Impact of Licensing Costs

Licensing costs are a critical factor in the decision to use nostalgic music in ad campaigns. Well-known songs often come with a hefty price tag, especially for chart-topping hits and songs by iconic artists.

Mathias sheds light on this, stating, "The process of obtaining rights has been cumbersome, often depending on the whims of the rights owner. The music industry has to evolve a more transparent, calibrated, and easy way of obtaining these rights. Using an established melody or an old classic often helps and can beat creating an original music score. However, licensing costs are a key impediment here."

Marketers must carefully evaluate the balance between budget constraints, the potential for increased consumer engagement, and the overall effectiveness of using nostalgic music to achieve their marketing goals.Striking the right balance between budget and perceived value is crucial.

"Licensing for brands is a challenging task, and I have witnessed brands grappling with it," says Tandon. In his company, Music Boutique, they consistently assist brands in obtaining comprehensive rights, ensuring a smooth process by acquiring both master rights from the label and publishing rights from IPRS.

Marketers need to assess whether the potential benefits and impact on consumer engagement justify the licensing expenses. While nostalgic music can create a strong emotional connection with the audience, the campaign's success will depend on achieving a positive ROI.

“When it comes to nostalgia marketing, some brands go retro to transport you into a world that had a completely different style while some prefer paying homage to a historic event.When rolling out revived campaigns that might have worked wonderfully in the past, it is important to check that its values align with today’s audiences, both culturally and socially”,Pathak adds

Nostalgia marketing through music has proven to be a potent tool for advertisers, allowing them to tap into consumers' emotional connections with iconic songs. As the trend gains momentum, advertisers will need to navigate the complexities of rights acquisition and licensing costs to strike the right chord with their target audience.