{"id":930,"date":"2025-10-07T10:56:37","date_gmt":"2025-10-07T10:56:37","guid":{"rendered":"https:\/\/blog.smash.hoopr.ai\/?p=930"},"modified":"2025-10-07T12:04:09","modified_gmt":"2025-10-07T12:04:09","slug":"why-90s-music-is-back-in-ads","status":"publish","type":"post","link":"https:\/\/smash.hoopr.ai\/blog\/why-90s-music-is-back-in-ads\/","title":{"rendered":"Nostalgia as a Marketing Strategy: Why 90s Music is Back in Ads"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smash.hoopr.ai\/blog\/why-90s-music-is-back-in-ads\/#Why_90s_Music_Works_for_Modern_Advertising\" >Why 90s Music Works for Modern Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smash.hoopr.ai\/blog\/why-90s-music-is-back-in-ads\/#Case_Studies\" >Case Studies:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smash.hoopr.ai\/blog\/why-90s-music-is-back-in-ads\/#Looking_Back_to_Move_Forward\" >Looking Back to Move Forward<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">When it comes to building a bond with audiences, few tools are as powerful as nostalgia. For millennials who grew up in the 90s, and even for Gen Z who\u2019ve discovered that decade through remixes, playlists, and pop culture, 90s music sparks instant recall and cultural recognition that modern tracks can\u2019t always replicate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why brands are increasingly turning to retro soundtracks in their campaigns. By reintroducing classics in a fresh way, they tap into familiarity, quirk, and cultural memory while staying relevant to today\u2019s audiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_90s_Music_Works_for_Modern_Advertising\"><\/span><strong>Why 90s Music Works for Modern Advertising<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Recall = Brand Stickiness<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hearing a familiar tune from the 90s activates memory centers in the brain. That immediate sense of recognition translates into stronger brand associations. When the music sticks, the campaign sticks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Multi-Generational Appeal<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For millennials, it\u2019s a trip down memory lane. For Gen Z, it\u2019s quirky and \u201cnew-old\u201d cool. One track, two generations engaged.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Cultural Relevance<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">90s Bollywood music is deeply tied to India\u2019s pop culture. Songs like <strong><em>Choli Ke Peechhe Kya Hai<\/em><\/strong> or <strong><em>Ek, Do, Teen<\/em><\/strong> don\u2019t just feel familiar, they represent shared cultural moments. Using them instantly makes an ad feel relatable and rooted.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Studies\"><\/span><strong>Case Stu<\/strong>dies:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Whole Truth Foods \u2013 <\/strong><strong><em>Protein Ke Peechhe Kya Hai<\/em><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most creative examples of this strategy is <strong>The Whole Truth Foods\u2019 campaign<\/strong>, where they reimagined the 90s hit <em>Choli Ke Peechhe Kya Hai<\/em>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Idea:<\/strong> The brand wanted to highlight its philosophy of transparency, what really goes into their products.<br><\/li>\n\n\n\n<li><strong>The Execution:<\/strong> They cleverly flipped the original hook <em>\u201cCholi ke peeche kya hai\u201d<\/em> into <em>\u201cProtein ke peeche kya hai\u201d<\/em>. By syncing the iconic track with their messaging, they turned nostalgia into a bold, witty, and instantly memorable brand moment.<br><\/li>\n\n\n\n<li><strong>The Impact:<\/strong> The campaign landed perfectly with millennials who instantly recognized the song, while Gen Z found the quirky remix entertaining and share-worthy.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Protein Ke Peeche Kya Hai? \ud83e\udd14 | The Whole Truth\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Z6dHLGa5Wuw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zomato: Remixing <\/strong><strong><em>Ek, Do, Teen<\/em><\/strong><strong> for Instant Recall<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Zomato Quick created buzz by cleverly remixing the iconic Bollywood track <em>\u201cEk, Do, Teen\u201d<\/em> (from the 1988 film <em>Tezaab<\/em>, still massively popular in the 90s and beyond). In their campaign, the familiar count \u201cEk, Do, Teen, Char\u2026\u201d \u2014 humorously stops at \u201cDus<strong>\u201d<\/strong> to highlight their 10-minute delivery promise.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This tapped into familiarity for older audiences while remaining playful enough for younger consumers.<br><\/li>\n\n\n\n<li>A simple tweak of a cult classic turned into a sharp brand message.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Rolls delivered in 10 minutes | Zomato Quick\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/2Uf_nAiYKm4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Swiggy Instamart: Dancing Back with <\/strong><strong><em>Sona Kitna Sona Hai<\/em><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Swiggy has a clearer example of using nostalgia in its campaign:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In its Diwali \/ Dhanteras campaign, Swiggy Instamart revived the iconic 1997 film <em>Hero No.1<\/em> song <em>\u201cSona Kitna Sona Hai\u201d<\/em> featuring Karisma Kapoor. They play off the original hook, then playfully replace \u201csona\u201d (gold) with other words (e.g. <em>\u201crona\u201d<\/em>, <em>\u201cdhona\u201d<\/em>) to tie into their festive offers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign copy explicitly references Karisma Kapoor dancing to that melody, making it a central nostalgic pivot. This is a solid example of a 90s Bollywood track being reused (or referenced) in a modern ad, both honoring the original and reworking it for today\u2019s audiences.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Sona Kitna Sona Hai | Swiggy Instamart | In 10 Minutes\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/HLJimEHF4y4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Looking_Back_to_Move_Forward\"><\/span><strong>Looking Back to Move Forward<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The resurgence of 90s music in ads isn\u2019t accidental, it\u2019s a strategic move. Nostalgia builds cultural relevance, instant recall, and playful memorability, creating campaigns that stick long after audiences have seen them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From <strong>The Whole Truth Foods\u2019 bold <\/strong><strong><em>\u201cProtein ke peeche kya hai\u201d<\/em><\/strong><strong> to Zomato\u2019s witty remix of <\/strong><strong><em>Ek, Do, Teen<\/em><\/strong><strong> and Swiggy\u2019s festive revival of <\/strong><strong><em>Sona Kitna Sona Hai<\/em><\/strong><strong>,<\/strong> brands are showing that sometimes, the best way forward is to look back.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if you\u2019re a creator, agency, or brand looking to ride the same cultural wave with copyright-safe Bollywood and trending tracks,<strong> <\/strong><a href=\"https:\/\/hooprsmash.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Hoopr Smash<\/strong><\/a> offers a growing library designed for modern storytelling and impactful brand campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to building a bond with audiences, few tools are as powerful as nostalgia. For millennials who grew up in the 90s, and even for Gen Z who\u2019ve discovered that decade through remixes, playlists, and pop culture, 90s music sparks instant recall and cultural recognition that modern tracks can\u2019t always replicate. That\u2019s why [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":938,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,11],"tags":[103,102,104],"class_list":["post-930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspire","category-trends","tag-swiggy","tag-the-whole-truth-foods","tag-zomato"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nostalgia as a Marketing Strategy: Why 90s Music is Back in Ads - Hoopr Smash | Blog<\/title>\n<meta name=\"description\" content=\"Explore how brands like The Whole Truth, Zomato &amp; Swiggy revive 90s Bollywood tracks in ads to spark nostalgia, recall &amp; cultural relevance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.smash.hoopr.ai\/why-90s-music-is-back-in-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nostalgia as a Marketing Strategy: Why 90s Music is Back in Ads - Hoopr Smash | Blog\" \/>\n<meta property=\"og:description\" content=\"Explore how brands like The Whole Truth, Zomato &amp; Swiggy revive 90s Bollywood tracks in ads to spark nostalgia, recall &amp; cultural relevance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.smash.hoopr.ai\/why-90s-music-is-back-in-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"Hoopr Smash | Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T10:56:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-07T12:04:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.smash.hoopr.ai\/wp-content\/uploads\/2025\/10\/Nostalgia-as-a-Marketing-Strategy_Why-90s-Music-is-Back-in-Ads-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Nigel Joy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nigel Joy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/why-90s-music-is-back-in-ads\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/why-90s-music-is-back-in-ads\\\/\"},\"author\":{\"name\":\"Nigel Joy\",\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/#\\\/schema\\\/person\\\/2034762c145cc04d42faa91c3d5a073e\"},\"headline\":\"Nostalgia as a Marketing Strategy: Why 90s Music is Back in Ads\",\"datePublished\":\"2025-10-07T10:56:37+00:00\",\"dateModified\":\"2025-10-07T12:04:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/why-90s-music-is-back-in-ads\\\/\"},\"wordCount\":662,\"publisher\":{\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/why-90s-music-is-back-in-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smash.hoopr.ai\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/10\\\/Nostalgia-as-a-Marketing-Strategy_Why-90s-Music-is-Back-in-Ads-1.png\",\"keywords\":[\"swiggy\",\"The Whole Truth Foods\",\"zomato\"],\"articleSection\":[\"Inspire\",\"Trends\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/why-90s-music-is-back-in-ads\\\/\",\"url\":\"https:\\\/\\\/blog.smash.hoopr.ai\\\/why-90s-music-is-back-in-ads\\\/\",\"name\":\"Nostalgia as a Marketing Strategy: Why 90s Music is Back in Ads - 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