Top 10 Nostalgic Indian Ads: Best from ’90s and Early ’20s

Nostalgia has a powerful way of connecting us to our past, and Indian advertisements from the ’90s and early 2000s are no exception. These iconic ads not only promoted products but also captured the essence of Indian culture and values. Let's take a look at the top 10 nostalgic Indian ads that continue to resonate with audiences today.

In India, brand advertisements have always been more than just tools for selling products—they are reflections of the country’s evolving culture, values, and aspirations. From catchy jingles that became household anthems to heartwarming stories that tugged at our emotions, these ads shaped not only consumer behavior but also the collective memories of generations. In the '90s and early 2000s, a golden era of Indian advertising unfolded, marked by creativity, authenticity, and simplicity that resonated deeply with audiences across the nation.  

Nostalgia plays a powerful role in advertising, triggering emotions tied to fond memories and familiar experiences. These iconic ads transported us back to simpler times, reminding us of our childhood, family gatherings, and everyday moments that felt extraordinary through the lens of clever storytelling. Whether it was the joy of a cold Rasna juice on a hot summer day or the pride of owning a Bajaj scooter, these commercials left an indelible mark on our hearts. 

As we revisit these top 10 nostalgic Indian ads, we celebrate not just brilliant marketing but also the timeless connection between brands and the people who embraced them. 

Top 10 Nostalgic Indian Advertisements 

Advertising in India has not just sold products but has woven itself into the cultural fabric of the nation. From catchy jingles to emotional narratives, these ads from the '90s and early 2000s have left a lasting impression, creating unforgettable memories.  

Let’s take a quick look at the top 10 most memorable Indian advertisements that captured hearts and became cultural landmarks.    

1. Amul - "Utterly Butterly Delicious"

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The Amul girl, with her round face, blue hair, and polka-dotted dress, became an iconic figure in Indian advertising. Introduced in the 1960s, the campaign continued its charm through the '90s and early 2000s with witty, topical ads that commented on current events. The humor and relatability of these ads made Amul a household name, and its consistent presence kept it culturally relevant. The campaign not only boosted butter sales but also turned Amul into a symbol of Indian wit and social commentary.

2. Lijjat Papad - The Talking Bunny

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A simple yet unforgettable ad, the Lijjat Papad commercial featured a pink bunny puppet endorsing the crispy delight. The repetitive, catchy tune and the bunny’s cheerful voice made it hard to forget. Beyond its appeal, the ad highlighted the success of a women's cooperative, empowering thousands of women across India. Its cultural impact lies in its representation of grassroots entrepreneurship and the power of community-driven businesses.

3. Cadbury Dairy Milk - "Kuch Khaas Hai"

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This heartwarming ad featured a young woman dancing joyfully on a cricket field after her boyfriend hits a winning run. The background score, "Kuch Khaas Hai," became synonymous with celebration and indulgence. The ad broke conventional norms by portraying a woman expressing unrestrained joy, resonating deeply with audiences. It marked a shift in advertising towards more emotional, relatable storytelling, and Cadbury became a symbol of happiness and special moments.

4. Fevicol - "Fevicol ka Jod"

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Fevicol’s ads are known for their humor and creativity. The "Fevicol ka Jod" campaign showcased the adhesive's unbreakable bond through exaggerated, humorous scenarios—like an overcrowded bus that doesn't fall apart or a stubborn egg that won't crack. These ads not only entertained but also effectively communicated the product’s strength. The phrase "Fevicol ka jod" entered everyday language, symbolizing strong, unbreakable relationships. 

5. Nirma - "Washing Powder Nirma"

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The Nirma ad with its catchy jingle, "Washing Powder Nirma," and visuals of housewives dancing while doing laundry became an instant hit. Featuring the iconic character ‘Deepikaji,’ the ad revolutionized detergent marketing in India. It made Nirma a household name by appealing to the middle class with its affordability and quality. The jingle's recall value is unmatched, and it set a new standard for musical branding in Indian advertising.  

6. Rasna - "I Love You Rasna"

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This ad introduced a refreshing summer drink with the adorable tagline "I love you Rasna." Featuring a cute little girl expressing her love for the drink, the commercial struck a chord with children and parents alike. The phrase became part of everyday conversations, and Rasna became a must-have in Indian households during summers. The ad’s success lay in its simplicity and emotional connect with the family-oriented Indian audience.

7. Surf Excel - "Daag Acche Hain"

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Surf Excel’s "Daag Acche Hain" campaign redefined how stains were perceived, turning them into symbols of learning and fun. One memorable ad showed a brother willingly getting dirty to cheer up his sister after she falls in a puddle. This emotional storytelling resonated with families, promoting the idea that getting dirty is part of life’s valuable lessons. The campaign’s impact was profound, shifting the narrative from stain removal to celebrating childhood and experiences.

8. Asian Paints - "Har Ghar Kuch Kehta Hai"

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Asian Paints touched hearts with its "Har Ghar Kuch Kehta Hai" campaign, emphasizing the emotional connection people have with their homes. The ads depicted various personal stories, from homecomings to celebrations, highlighting how a home reflects its inhabitants’ memories and milestones. This emotional appeal strengthened Asian Paints’ brand identity, making it more than just a paint company—it became part of the family’s story.

9. Dhara - "Jalebi Ad"

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The Dhara "Jalebi Ad" featured a little boy, Parzaan Dastur, who decides to run away from home but returns when he hears about fresh jalebis being made. The simplicity and innocence of the ad touched hearts across the country. The line "Jalebi?" became iconic, symbolizing the irresistible charm of home and family. This ad remains one of the most beloved commercials in Indian advertising history, evoking warm nostalgia even today.

10. Bajaj - "Hamara Bajaj"

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The "Hamara Bajaj" campaign captured the spirit of a changing India, highlighting the scooter as a symbol of middle-class aspirations and mobility. The jingle, "Hamara Bajaj," resonated with families across the nation, portraying the scooter as more than just a vehicle—it was a companion in life’s journey. The ad fostered a sense of pride and unity, making Bajaj an integral part of Indian households and a symbol of progress.   

Honorable Mentions

Well, we couldn't just leave you with only 10 nostalgic ads, can we? Let us walk you through a trip down memory lane with some more ads in our honorable mentions.

1. Tata Salt - Desh ka Namak

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Tata Salt's Desh ka Namak campaign was more than just an advertisement—it was a statement of trust and patriotism. Launched in the early ’90s, this campaign emphasized purity and quality, portraying Tata Salt as an essential ingredient in every Indian household.

The ad featured scenes of people from different walks of life, highlighting their contributions to the nation and subtly reinforcing the brand’s slogan—"Desh ka Namak." It struck a chord with viewers by equating the salt's purity with the integrity and honesty of Indian citizens. The ad successfully built an emotional connection with consumers, making Tata Salt synonymous with trust and quality.

Beyond its emotional appeal, the campaign also educated people about the importance of iodized salt for good health. As one of India's first packaged and iodized salt brands, Tata Salt became a staple in homes across the country, and the advertisement played a crucial role in cementing its reputation.

2. MDH Masale - Asli Masale Sach Sach

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MDH Masale’s iconic jingle—"Asli Masale Sach Sach, MDH MDH"—has been ingrained in the minds of Indian audiences for decades. This campaign, which started in the ’90s and continued through the early 2000s, featured the brand’s owner, Mahashay Dharampal Gulati, affectionately known as the “MDH Uncle.”

The advertisements showcased various Indian families enjoying home-cooked meals prepared with MDH spices. The storytelling was simple yet effective, emphasizing the authenticity, purity, and rich flavors of MDH Masale. The visuals of steaming hot food and the joyful expressions of people savoring their meals made the ads highly relatable and appealing.

One of the biggest reasons for the campaign’s success was its consistency. Unlike many brands that frequently change their marketing strategies, MDH Masale stuck to its core message—authenticity and tradition. This reinforced consumer trust and brand recall. Even today, the jingle remains instantly recognizable, and the MDH ads continue to be associated with quality and nostalgia.

3. Ambuja Cement - Bhaiya Yeh Dewaar Toothti Kyu Nahi Hain?

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Among the most humorous and memorable Indian ads of the early 2000s, Ambuja Cement’s "Bhaiya Yeh Dewaar Toothti Kyu Nahi Hain?" campaign stood out for its brilliant execution. The advertisement cleverly combined humor and brand messaging to highlight the exceptional strength of Ambuja Cement.

The ad featured a famous scene where a wrestler, played by the legendary Khali, tries to break a wall with his strength but fails repeatedly. Frustrated, he asks the famous question, "Bhaiya, yeh dewaar toothti kyu nahi hain?" The response was simple—because the wall was built with Ambuja Cement.

This campaign effectively communicated the brand’s USP (Unique Selling Proposition) in a fun and engaging way. Instead of using technical jargon or complex explanations, it used humor to make an impact, ensuring the message stayed with the audience. The ad became a huge success, and even years later, people fondly recall the wrestler’s struggle with the unbreakable wall.

The 1990s and early 2000s were an era of innovative and emotionally resonant advertising in India. These ads did more than sell products—they became an integral part of our collective memories.

What Are The Pros and Cons of Using Nostalgia in Advertising?  

Nostalgia in advertising taps into consumers' fond memories, creating emotional connections that can boost brand loyalty and recall. By reminding audiences of cherished moments from the past, brands can evoke feelings of comfort and trust, making their products more relatable. This strategy works particularly well with long-standing brands that have been part of consumers' lives for years.   

However, relying too heavily on nostalgia can backfire. It may alienate younger audiences who don’t share the same memories or make the brand appear outdated. Additionally, if the nostalgic reference feels forced or irrelevant, it can come across as inauthentic, weakening the brand’s credibility.   

Final Words

These nostalgic ads from the '90s and early 2000s are more than just marketing campaigns; they are cultural milestones that shaped the collective memory of a generation. As brand advertising continues to evolve, these classics remind us of the power of storytelling and the enduring charm of nostalgia in marketing.