Nostalgia marketing is not new, but YouTube India has set a new benchmark in its latest commercials.
Bringing back television icons Urvashi Dholakia and Shweta Tiwari as Komolika and Prerna from Kasautii Zindagii Kay, YouTube India recreated the magic of Ekta Kapoor’s daily soap with a modern and comedic twist.
Originally airing from 2001 to 2008, Kasautii Zindagii Kay chronicled the love story of Anurag and Prerna, while Komolika’s schemes to keep them apart added endless drama. The fierce rivalry between Prerna and Komolika, often laced with melodramatic confrontations, became the hallmark of the show.
Now, YouTube India has tapped into this nostalgia through a spoof approved by Kapoor herself.
In the commercial, Komolika approaches Prerna, not for a fight, but for styling tips. “Catfights are a misogynistic trope designed to reinforce patriarchal status quo,” says Komolika in a witty critique of daily soap tropes.
“Everyone knows a brat and a demure can’t be friends,” Prerna responds cheekily, before proceeding to teach Komolika sari-styling and heatless curl techniques.
The banter ends with Komolika advising a “no-tears makeup look tutorial”, delivered with her signature smirk and hair twirl.
Aimed at millennials who grew up watching these characters, the campaign struck a chord. The brand tapped into sentimentality to connect with its users emotionally, nudging them to engage—and even spend—on the platform.
The audience celebrated the revival of their childhood icons while praising the witty script, which garnered over 33 million views on Instagram.
Some even touted the Prerna-Komolika commercial as the “best work” by YouTube India so far.
Previously, the brand collaborated with actor Anup Soni, reminding the audience of the Crime Patrol days. This video, too, was a hit with 19 million views on Instagram.
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‘Gen Z chudail’
YouTube India isn’t just winning over millennials; it’s casting a wider net. The platform has turned its attention to Gen Z with the iconic “Ganji Chudail”.
Known for her irreverent, bold persona, Ganji Chudail has become a go-to muse for brands experimenting with unconventional narratives. From cloud kitchen startups such as Faaso’s to matrimonial sites like Shaadi.com, her rise as an influencer is undeniable.
Always on top of trends, YouTube India took this cultural icon to the next level by giving her a star-powered makeover.
Enter Neena Gupta as the Ganji Chudail, a move that instantly created internet buzz.
In a twist, the company roped in three influencers to complement Gupta’s character, scripting a fun and fashion-forward transformation journey. The ad showcases Ganji Chudail evolving into a Gen Z chudail, complete with trendy style and makeup upgrades.
With fashion and lifestyle ranking among YouTube’s most popular categories, the platform’s long-form content format allows creators to share detailed styling tips, in-depth guides, and authentic narratives that audiences find engaging and trustworthy.
The campaign seeks to draw public attention to this feature of YouTube, beyond its use for watching music videos and trailers
Even as TV continues to lose watch time to subscription video-on-demand services, social media platforms are increasingly rivalling them in capturing viewer attention.
Video engagement on platforms like YouTube, TikTok, Instagram, and Facebook is surging year after year.
YouTube, in particular, has mastered the art of connecting with Gen Z and millennials through viral trends and nostalgia.
The overflowing creativity at YouTube India’s office is paying off, delivering a campaign that hits all the right notes.
Views are personal.
(Edited by Prasanna Bachchhav)
Komolika and Prerna were stupid characters from an idiotic circus “Kasautii Zindagi Ke”. No millennial I know of took these buffoons seriously. Most certainly words such as “icons” are nit meant to be bandied about.
The less said about Ganji Chudail the better.
Pathetic reportage. Lame journalism.
Komolika and Prerna are “childhood icons of millennials” and Youtube recreated the “magic of Ekta Kapoor’s daily soap”?
Ganji Chudail is a “cultural icon”?
In Ms. Triya Gulati, The Print has found a journalist who keeps giving, sort of the golden goose.
It’s hilarious and ridiculous at the same time. Every single Ekta Kapoor soap was cringe. No millennials watched them. It was their parents, usually the mothers and aunts of millennials, who watched these fetid and putrid shows.