The Billion-Dollar Business of Nostalgia: Why Old Brands Are Making a Comeback | The Hook

By NDTV Profit

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Why are iconic brands making a comeback? From the Tata Sierra and Bajaj Chetak to Nokia, companies are reviving familiar names to tap into nostalgia—but does nostalgia alone guarantee success? In this episode of The Hook, we break down the psychology and business of nostalgia marketing, why some legacy brands thrive while others struggle, and what it takes to reinvent a classic for today's consumers. We also explore why Tata revived the iconic Sierra, how the Bajaj Chetak has emerged as a successful comeback story, and why Nokia's return failed to recreate its former dominance. We also examine how brands strike the right balance between heritage and innovation, and unpack the marketing strategies that determine whether reviving an iconic product becomes a blockbuster success or a missed opportunity. Plus, we discuss how OTT and Connected TV are changing advertising, why marketers are shifting beyond performance marketing, and how social media algorithms shape the content and ads you

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