Nostalgia through Retro Marketing for Modern Brand Relevance

This article explores the strategic use of retro marketing a form of nostalgia-driven branding in creating emotional connections, enhancing brand identity, and influencing consumer behaviour across generations. Drawing upon examples from Indian and global markets, the paper analyses the psychological appeal of retro marketing and identifies its forms, objectives, implementation strategies, and impact on consumers’ purchase intentions. The discussion concludes by evaluating the advantages and limitations of this marketing strategy and proposing recommendations for future campaigns and research.