Published Online:June 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM050625
DOI:10.71329/IUPJBRM/2025.22.2.102-115
Author Name:Anisha and Perveen
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:102-115
This paper critically examines the use of self-referencing and nostalgia in contemporary advertising with a specific focus on Swiggy Instamart’s 2021 campaigns that parody iconic Indian commercials from the early 2000s. Drawing on semiotic theory, media reflexivity, and frame of reference models, the study explores how advertising that references its own historical formats may compromise message clarity, audience relevance, and brand authenticity. Through qualitative analysis of two Swiggy Instamart advertisements mimicking Five Star and Colgate campaigns, the paper identifies key problems in selfreferential advertising, including loss of originality, interpretive complexity, and disconnect with Generation Z’s cultural frame. The study concludes that while nostalgic advertising can evoke emotional resonance, its effectiveness depends on cultural alignment, contextual relevance, and the audience’s familiarity with referenced texts. Implications for advertisers include the need for innovation over imitation and the importance of audience-centric storytelling in an evolving digital marketplace.
Advertising, as a tool of marketing communication, has evolved significantly—from simply depicting a product and highlighting its features and usage to embracing storytelling and more innovative approaches that compel audience to engage with the message (Caroll, 2019). Among the various emotional appeals employed in advertising,