Advertising in India has changed significantly over the years. With the rise of AI, data-driven strategies, and short-form content, brands today focus on targeting and real-time engagement. But in this shift, one crucial aspect seems to have declined—ad recall.
There was a time when ads left a lasting impact. Lines like “Bhaiya, ye deewar tooti kyun nahi?” from Ambuja Cements, “Washing Powder Nirma!” from Nirma, and “Fevicol ka jod hai, tootega nahi” by Pidilite Fevicol were instantly recognisable and brought clear visuals to mind. These ads were memorable and stayed with the audience for years.
In the current advertising landscape, there are only a handful of ads that people can recall, if any at all. The reasons are varied. The sheer volume and frequency of advertisements across platforms have led to clutter, making it harder for any single campaign to stand out. Simultaneously, many media platforms now offer ad-free or premium viewing options, allowing users to skip or avoid ads altogether.
From a creative standpoint, one of the most important shifts is this: traditional advertising focused on crafting narratives—ads told stories, built characters, and slowly established emotional connections with audiences. In contrast, today’s advertising often leans heavily on pop culture references and internet trends. The focus has shifted from building long-term brand messages to creating content that entertains in the moment.
Take Goibibo’s recent campaign featuring cricketer Rishabh Pant, for example. The ad plays on a viral moment from the 2024–25 Border-Gavaskar Trophy, where Sunil Gavaskar called Pant “stupid, stupid, stupid” on air. The travel booking platform flipped the moment into a light-hearted revenge arc, using a line already familiar to internet users.
Similarly, last year, Swiggy rolled out a campaign for its group ordering feature using viral internet personalities like Puneet Superstar, Dolly Chaiwala, Ganji Chudail, and Vadapav Girl. Instead of building a storyline, the ad simply showcased these creators doing what they’re known for online, capitalising on their existing fame rather than crafting something new.
These examples reflect a larger shift: Is storytelling being replaced by trend-chasing? While this might boost short-term engagement and make content more shareable, it raises the question: Are brands sacrificing long-term recall and emotional resonance in favour of momentary virality?
Naresh Gupta, Founder of Bang In The Middle, a creative and digital marketing agency, pointed to the recent Ghibli AI-image trend as a clear indicator that brands that merely become part of a trend will never be memorable.
“The objective of advertising is to be intrusive—to be noticed and drive memorability. The trouble with trends is that they make managers happy but have zero impact on the brand,” he added.
Gupta stated that while jumping on trends might get a brand seen, it doesn’t guarantee it will be remembered. “Advertising has always been a battle for mind space, but we’ve reduced it to a race for screen time on social media.”
Anadi Sah, National Creative Director and Founding Partner of tgthr, a creative agency, said that brands now operate in a hyper-competitive and attention-starved environment.
Sah mentioned that marketers are working in an era dominated by metrics and dashboards, where impressions, shares, CTRs (click-through rates), and engagement rates are tracked in real-time.
“In a data-driven world, it’s easy for brands to chase metrics that offer instant gratification. But in doing so, many overlook the emotional markers—brand affinity, trust, and preference—that are built over time through consistent storytelling. The real risk is focusing too much on what’s easy to measure, and too little on what truly matters,” he notes.
Harshit Sharma, Founding Member and Senior Brand Strategist at Youngun, a meme marketing agency, offers a different perspective.
He said that post-COVID, audience behaviour has shifted, and longer narratives no longer hold the same appeal. Customers now prefer short, trending content that they have already seen circulating online.
Sharma added, “Brands have not failed; they are just adapting to changing consumer preferences. The move toward viral moments isn’t just about chasing impressions—it’s about staying relevant and connecting with audiences in ways that feel familiar. With internet culture taking over, traditional celebrity endorsements are giving way to niche digital personalities and loyal online communities.”
Sah observed that in today’s ecosystem, brands are under constant pressure to churn out content—an unavoidable necessity. However, he advises brands not to lose sight of the bigger picture. Instead, he urges them to focus on work that fosters brand love and delivers meaningful impact.
Sharma noted that while emotional storytelling was once central to building brand affinity, its effectiveness is no longer guaranteed in today’s fast-paced landscape, where memes and viral culture offer brands a quicker, albeit fleeting, path to relevance.
Gupta emphasised that memes hold limited value in a broader brand-building strategy.
He said that while they can generate short bursts of engagement or attention, their impact is often fleeting. He further remarked that memes and internet culture can complement the story, but shouldn’t be the story.
