Nostalgic advertising in India: a content analysis of Indian TV advertisements

Purpose - The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC). Design/methodology/approach - This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands. Findings - Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. "References to past family experiences" was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-a-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-a-vis high involvement products), experience products (vis-a-vis search products), and non-durables (vis-a-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-a-vis introduction stage). Originality/value - This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.