Elysha Young
Elysha manages the Asia Pacific Mintel Trends team made up of expert analysts and trend spotters. She currently oversees content for Mintel Trends as well as client servicing for the region.

Cadbury India has re-introduced an old jingle from the ‘90s to thank people for “not giving up” amidst the current COVID-19 crisis. The campaign, made in collaboration with Ogilvy India, features stories of people celebrating important milestones like graduations, first birthdays, and anniversaries while remaining home due to the lockdown.

The footage highlights people making the best of their situation with the ‘Kuch khaas hai’ jingle from the classic ad campaign.

Source: youtube.com

With a majority of Indians staying at home during the current pandemic, many brands are reminding customers about how they’ve always been there for them – by literally telling audiences that that’s the case, and often coming off quite disingenuous. This campaign is a clever demonstration of the way that Cadbury has indeed been beside Indians for quite some time, by offering a familiar and popular jingle that reminds the listener of simpler times.

Comfort in nostalgia

Mintel Trend ‘Never Say Die’ highlights how companies are looking to obsolete or historic products or ideas that can be revived and respun, beyond the realm of mere aesthetics. Consumers often look for comfort in the familiar in times of uncertainty, and the feeling of nostalgia can make people feel like they are more socially connected and part of a community.

Moreover, audio cues can trigger powerful emotional and sensory reactions, which makes the use of the jingle over footage of regular Indians doing their best in trying times even more emotive. Globally, we have seen Krispy Kreme, an American doughnut and coffeehouse chain, launching a nostalgic Classic Desserts range of doughnuts to combine indulgence and comfort. Whereas, Brazilian bank Bradesco used The Jetsons, a cartoon series, to present its new services and bring together innovation and nostalgia.

What we think

Given all that consumers are dealing with due to the COVID-19 outbreak, they are bound to feel uneasy from time to come. Heritage brands have an opportunity to look back into their archives for forgotten favourites or iconic ads to revive. Newer brands can also tap into nostalgia by recreating or reimagining old favourites for a new generation or partnering with heritage brands to leverage their brand equity in unexpected ways.