Understanding nostalgia as an advertising tool.
A new video from Paper Boat drinks did the rounds earlier this week—of a boy dreamily staring at a picture of a ship, called The Great Indian Cruise, when he’s suddenly interrupted by a paper that flies into the room. Making a boat out of it, which he calls My Great Cruise, he floats it in a roadside stream. The heartwarming four-and-a-half-minute video called Hope, The Boat, goes on to trace the boat’s journey to the sea, where it meets up with the boy who has finally made it to the cruise. Apart from ads like this, the popular series also includes videos like Rizwan, which show this celebration of nostalgia through different concepts. “Do kids these days even know how to make a paper boat? We personified the childhood relic to look back and cherish a childhood that we’ve left behind,” says Dhruv Sachdeva, founder and creative head at Humour Me, the brain behind the campaign. In the admittedly consumerist environment that we live in, we ask Sachdeva if technology and social media have exploited nostalgia and made it a marketing tool, to which he says it is more about intelligent ads. They will be remembered long after the ‘likes’ and ‘shares’, he hopes. His creatives also negate the need for product appearances in ads and do away with brand and logo marketing. “Communication is part of a product’s portfolio and you need content that will make people opt for your product, rather than force it on them,” concludes the Delhi-based professional.
— Lavanya Lakshminarayanan