A glimpse into the HQ of the Social-Networking powerhouse- Facebook

Recently, I was at Oculus Connect 2017 in San Jose. During my stay, I got an opportunity to visit the Facebook Campus in Menlo Park, California. It was one most exciting experiences. The energy and open culture I experienced was highly infectious. The way Facebook has built a warm and engaging workplace for its employees is a great example of how an organisation can get the best out of its resources.

From an analog wall that allows an individual to calculate Facebook’s popular parameters of audience reach to the wood workshop where you can make your own wooden toys that promotes the idea of nurturing a hobby, everything is well-thought and fascinating. The ‘no cabins’ culture is something that’ll definitely be a trendsetter.

I’m happy to share some of my memorable moments from this trip.

Instagram’s new office looks like its App.  It has been designed by a Hollywood set designer. The three modular set is perfectly illuminated for mobile photography.


Impressive, 9-acre rooftop garden on Facebook Menlo Park, California HQ that overlooks the city’s marshlands.


IMG_2604Wood Studio to explore Hobbies on Facebook campus. 

The slogans placed around the campus give a revealing look at this atmosphere of change and innovation, “Fortune Favors the Bold”, “Move Fast, Break Things”, and “Hack Often”.

Facebook Analog wall that shows potential reach just as Facebook Adverts.


– Rugwed Deshpande  (Director of Setu Advertising)

Now playing, the anthem of kitchens across Maharashtra

It’s a well-known fact that since 1960, Suhana Ambari has been the leading spices brand in kitchens across Maharashtra. And in spite of its strong legacy and a well-established, extensive regional spread, the brand has never spoken about its leadership position and its impact on food and kitchens across Maharashtra.

Recently, the brand came out with its new packaging and an evolved identity. While the main motive was to communicate this change to its lakhs of customers, the communication had to live up to the brand’s personality and its thought leadership in this segment.

While the term brand campaign is a part of our everyday jargon, this opportunity seemed special. At Setu, we decided to transform this communication into a celebration of the brand and its presence across kitchens of Maharashtra. The message (crafted by us), ‘Gharoghari Ambari’ (Ambari in every home), saluted the brand’s popularity. A jingle and a TVC took this simple yet heartfelt message to homes across Maharashtra. While the thought process and execution gave us immense delight, what happened after the TVC hit the screens across Maharashtra, was what we hoped for – a celebration across Maharashtra.

This is what the custodians of the brand gave us as a feedback about this campaign –

We believe that the TVC, and more importantly the jingle, has been a milestone in the journey of Ambari. Usually, we look forward to sales numbers when our campaign hits the market. But this time around, we were pleasantly surprised. The jingle and more so the catch phrase (Gharoghari Ambari), has been a huge hit among people. In fact, going beyond the intended target audience, it has become extremely popular with our vendors, distributors and other people of the market, who are only obsessed with offers and numbers.”

“The TVC, and more importantly the jingle, has been a milestone in the journey of Ambari”.

As we tried to understand their perspective of what made the communication work so well, we got some interesting pointers.

“The warmth in the communication has been appreciated and has effectively delivered our message of being a part of Maharashtra’s every home. Without being boastful, it gives us and our loyal customer base, a chance to celebrate Ambari’s contribution to kitchens across Maharashtra. In today’s time, when people don’t think twice before giving a negative feedback in detail, but communicate appreciation through just likes, we felt happy when some of our customers from different cities of Maharashtra called us and praised the TVC. One memory that particularly stands out is when one of our customers called and told our representatives that the TVC feels like a complete family entertainer. We felt happy because this is exactly what Ambari spices have been doing for more than 60 years – entertaining the taste buds of people across Maharashtra”.

“Our customers called and told our representatives that the TVC feels like a complete family entertainer.”

In today’s age of analytics, there are instances when numbers alone don’t show the exact picture. The honest feedback that the brand received and the passionate manner in which they shared all the reactions with us, make us feel good about being part of a brand communication that has truly reached ‘Gharoghari’.

Crafting a reassuring brand promise in the era of RERA

With the core objective of not just building homes, but memorable lifestyles, Rachana forayed into creating developments at the most prime locations in Pune, 30 years back. Since then, these residential and commercial complexes have stood the test of time to embellish the skyline of the city. Along with delivering what suits the customers’ needs best, Rachana Lifestyle as a brand stands strong on its sound financial background and deep-rooted values of transparency.

While RERA was introduced to empower the homebuyer, there was a sense of anxiety among the buyers. At this point, it was important for a sound brand like Rachana Lifestyle to communicate the fact that home buying with them was and will always be peaceful, calm, and a delightful process. Where simple things like peace of mind when buying a home is rare, Rachana promised to make the customer’s life and world better through the lifestyles they deliver. It was important for the brand communication to embody this message.

With an objective to cater to this challenge we devised a corporate campaign highlighting how Rachana strives to make the home-buyer’s world better. This thought was based on the idea that simple joys always make the larger difference. In a clutter where everyone was making larger promises, Rachana was making a difference by delivering simple things like peace of mind, calmness, and delight. All these factors played the key role in making the world a better place. Be it through their charitable endeavours or transparent dealings!


We executed an extensive hoarding campaign across Pune. The thought of delivering a better world was highlighted through a clean layout and clear communication. By focusing on the three most important human aspects of calmness, peace, and delight, we created an unforgettable impression in the viewers’ minds. The serene yet expressive faces strategically placed and used as visuals, beautifully synced with our keywords. They added the right touch of warmth to make a better impact. Most of all, they reflected the philosophy of a ‘better world’ that Rachana Lifestyle works incessantly to deliver.

A brand campaign in real estate that spoke about the simple joys of life, was a refreshing change for the home buyers. This registered Rachana as an honest and believable brand in the hearts and minds of the people!  


Addressing the uncertainty of MOMs-to-be with care

The ONP group of hospitals are leaders for medical care in Western Maharashtra. Along with being pioneers of IVF and mother & child care in Pune, ONP is known for its expertise across India and the world. The brand goes beyond medical care by providing cutting-edge treatments combined with the comfort of experienced doctors. With a specialisation in mother and child care, they have always felt responsible for catering to the challenges of maternity, addressing them with care.

Recent surveys in the maternity sector had made it very evident that most of the mothers are advised to go through a caesarean delivery. The escalating costs and uncertainty of a normal or a Caesarean delivery, put an emotional and financial burden on many families. Be it a normal delivery or a caesarean, eliminating the emotional and financial uncertainty associated with deliveries was the need of the hour! That’s where a brand like ONP offering quality care at a fixed cost came into picture.

With an objective to cater to this challenge we devised the Master of Maternity (MOM) program for ONP. The MOM program offered uncompromising care at a fixed price of Rs. 29,999/- only. This program was made available at the ONP Tulip Hospital (Gokhale Nagar) and the ONP Meera Hospital (Shankar Sheth Road) with dedicated number of beds for the MOM initiative. We created a logo for the MOM initiative to give it a distinguished identity and caring appeal. For the full benefits of MOM, we had pre-enrollments and registrations for the moms-to-be.

Hoarding Mocks

With an agenda to make MOM reach the masses so as to fulfil ONP’s social duty towards women along with paediatric care, we created hoardings across Pune. The communication was clear and highlighted the benefits of enrolling for the MOM program. Along with outdoor media, we created excellent PR through a press release that established the objective of the initiative. A press kit was created to reach out in the best possible manner and make a mark. With good media coverage, we were able to create awareness amidst the masses through leading newspapers. This was accompanied by other print media in the form of letters, leaflets, and enrolment forms.

The MOM initiative and campaign generated a lot of buzz, and ONP received a good amount of registrations and enrolments for the same. Through this social endeavour, ONP was able to give their best care and support to women and their families.

Shaping the identity of Women Entrepreneurship in Real Estate

CREDAI Women’s Wing (CWW) is a vertical of CREDAI (Confederation of Real Estate Developers’ Association of India), and focusses on empowering women in this segment, which has been traditionally dominated by men. The CREDAI Women’s Wing aims to achieve this through training and engagement of women real estate developers, across India.

Real Estate and CREDAI have garnered a reputation of being male-centric or dominated, over the years. The first and foremost challenge faced by CREDAI Women’s Wing was to create an identity that would highlight it as an organisation run by the women, for the women.

An identity with a strong symbol can be a highly effective tool for communicating a brand’s motive and can create a lasting impression. We decided to understand the core values that strongly represent the personality of the CREDAI Women’s Wing. Through our interactions, we narrowed down on 3 key drivers –  confidence, leadership, and trust.


In India, a red bindi (a circular accessory on a woman’s forehead), is the most popular traditional yet cultural symbol for a woman. We used this red bindi to establish the woman-centric approach of CREDAI Women’s Wing. We complemented it with a free stroke that symbolised positivity and naari shakti (woman power). The font used in the identity, further strengthened this confidence and leadership values.

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Touchpoints 05-08RESULTS:
The identity formed an instant connect with the members of the CREDAI Women’s Wing. As it perfectly captured the brand motive and philosophy, it gave a great stepping stone for this new brand to impose itself in the minds of its target audience, and establish a strong connect with them.

Personifying a golden legacy across generations

A brand that is almost synonymous with being a Punekar – P.N. Gadgil is a name that stands for blind trust and purity in gold jewellery. A brand with a legacy of more than 185 years, PNG 1832 is led by Abhay Gadgil. While PNG 1832 takes forward all the core values of the pioneer brand, it also adds a contemporary twist to tradition. The location of the store – at Nal Stop – gave an edge to the brand and its promise.

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The brand PNG 1832 was to be unveiled to the people of Pune with its first store at Nal Stop. The primary challenge was to find that one crucial differentiator while staying true to the original legacy. The prosperous city of Pune is home to many jewellery brands that have a loyal customer base. Thus, the brand PNG 1832 had to be set apart from this clutter without alienating it from the pre-existing legacy of P.N. Gadgil Jewellers in Pune.

At Setu, we decided to package the longstanding legacy of the pioneer brand with an emotional hook. With the understanding that the brand has connected with families across generations, we came up with the concept of ‘Family Jewellers’. The core idea behind this thought was that the brand always took care of the customer’s interests honestly, above anything else.

The launch of the PNG 1832 store at Nal Stop was a grand success. The store was launched during the auspicious days of Navratri and thus, could align itself to the upcoming festive season in the most optimum way. The look and feel of the store set itself apart from the other jewellery outlets. However, the brand communication ensured that its legacy stayed intact.

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PNG 1832, while deriving its legacy from the pioneer brand, successfully carved a niche for itself in the hearts of Punekars. A fact that was evident from the astounding footfalls that it gathered during the festive season of Diwali as well as Dussehra.



Turning the clock back…

The smell of freshly mown grass, the fragrance that lingers in the musty back rows of a library, the dusty scent of a long forgotten suitcase, the taste of raw mango spiked with salt and chilli; know what they all have in common? They all trigger memories of a time we have long left behind. We long for it, almost wistfully! Nostalgia – The emotion we can all ascribe to, the one link to our past that we dare not let go and the thread that, when pulled at, unravels a thousand others.

I, for one, often fall hook, line, and sinker for any advertisement, song or even a visual that tugs at my heartstrings. Suddenly, I realise that in fact my memories have been stirred and I feel like I am being transported back to the time when I first acquainted with that particular stimulus. More often than not, the memories are of a simpler time, of easy laughters and shared dinners without the looming spectre of the internet. This ad in particular always reminds of a time when Dairy Milk was not only the greatest reward, but it was also the best way to celebrate a win! The way she just dances onto the cricket pitch with careless abandon is heartwarming!


Due to this precise psychological impact, nostalgia is a concept that has been extensively explored in advertising. Along with the power of recall, what goes on in our mind is a process called selective retention which implies that, you more accurately remember messages that are closer to your interests, values and beliefs, than those that are in contrast. This helps in narrowing the flow of information so that you remember only what is important.

Brands use nostalgia to evoke particular feelings of positive memories from the previous decades in order to generate associative thoughts as elucidated earlier. Having combed through my memory, given here are just a few examples of ads that perfectly induce the feeling of nostalgia.

Paper Boat


Anyone who knows anything about advertising knows that one of the most famous case studies in Marketing is that of Paper Boat. If there is one brand that has successfully used the concept of nostalgia, it is Paper Boat. A range of non-carbonated beverages, it is manufactured by Hector Beverages, Bangalore. The beverages bank on the ethnic roots of Indian drinks and sell comfort tastes such as Jaljeera, Aamras and Aam-Panna. If you have noticed, Paper Boat uses a simple mix of childhood, innocence and its place in the life of a grown up to get its message across. While the drinks themselves are made to taste like the real deal, i.e. traditional Indian beverages; the paper based packs are a refreshing change from the plastic bottles and tin cans. What works in the favor of Paper Boat is however, something much bigger than packaging or taste. It is the reminder of simpler times best identified with memories such as School, thelas, spiced berries and raw mango slices.

There is nothing more enticing than the feeling like you have turned back the wheel of time! Once that is achieved you are likely to feel like making a purchase solely to relive the memories.”




Picture a rainy day, some solitude, a book in hand and suddenly you get hunger pangs! What is the first thing that comes to your mind? Maggi and hot chai, right? That is what eating a pack of Maggi aims to achieve, that is the emotion it wants to connect to. Experts say that brands usually resort to the nostalgia approach in marketing when they want to reinforce a positive image or when they want to re-assert their value proposition. Maggi did this very effectively! After being banned in July 2015, Maggi lost almost 80% of the market share and was slated to be taken off shelves in India unless the parent company Nestle, agreed to mend its ways. Even when it was not allowed to be sold; Maggi continued to reassert its presence by floating videos on social media and television with the #WeMissYouToo campaign. One such ad can be seen here: https://www.youtube.com/watch?v=63FXWBVqjuo. Most of the #WeMissYouToo campaign ads featured the main Target Group of Maggi – The single Indian male.

“Why this worked is anybody’s guess! It kept the brand on the top of mind recall even if it was being sold by introducing very relatable stories and characters such as the college student, the single husband, and the busy working male.”

By putting their memories with Maggi as the central theme of each story, the ads went on to create associative thoughts of nostalgia and happier memories than the rush and mess of their current lives.

Google India
maxresdefault (3)While Maggi and Paper Boat struck a chord with the younger age group of audience; Google tried to appeal to the older age group by creating a 6 – minuter titled “ The Hero – A Bollywood Story”. It dealt with the intrinsic role of Bollywood in creating aspirations and also dousing them. You can see it for yourself here: https://www.youtube.com/watch?v=eYqEpuifLI8&t=255s.

In my opinion,  the underlying theme in the ad film was that it tried to highlight the aspect of how the older generation missed out on achieving their dreams as they did not have access to technology”

So many times, we try to explain technology to our parents and that results in some hilarious anecdotes. However, instead of resorting to humor of the situation, the ad tries to reveal the warmth of this encounter.

By highlighting the father-son dynamic and changing role of the son towards his father; it worked on two levels:

  • For the youth; it fostered a positive dynamic by showing how the son wanted to help his father cope with reality instead of rebelling without a cause.

  • For the older generations; it brought back memories of dreaminess of their youth, something that they lost along the way.



Dollar Impact Glance

Although not an ad aired in India; McDonald’s touched upon the emotion of ‘Simpler Childhood Times’ when it showcased the goodness of its Chicken McNuggets being made from whole chicken meat and nothing else! Although the concept was slightly beyond those that ordinarily employ nostalgia; McDonald’s did this by juxtaposing the father’s simple childhood with the more complicated childhood of his daughter.
For a fast food brand to bank on goodness and nutrition was in fact a big gamble. However, McDonald’s accomplished this by portraying eating at McDonald’s as a family activity rather than a hasty meal. Through the use of ‘Time after Time’ as the soundtrack, it struck a chord among the viewers by replacing the memories of a technologically driven childhood of today’s kids with memories of simpler times. The final message of the advert is that Chicken McNuggets have still retained their simple, pure, and uncomplicated taste. This prompted the viewers to associate childhood and McDonald’s as a ritual, thus combining the best of both worlds.  

Freia Chocolates


A chocolate brand from Norway, Freia Chocolates, employs the tagline, “Et lite stykke Norge” which loosely translates to ‘A little piece of Norway’. The marketing communication of this brand too, is centered around nostalgia. One such ad, stands out for its simplicity and clear message.

The ad opens with the protagonist who is living the high life in New York as a fashion stylist and the feeling of alienation to which the piece of Freia Chocolates acts as a catalyst. He impulsively hops on a plane to see his father immediately after. The ad closes with him opening a styling salon in what is presumably his hometown.



I personally feel that it successfully juxtaposed the alienation, that is a byproduct of the American lifestyle, to warmth and familiarity that is usually associated with European countries.

The ad works on many levels, but mainly it fosters the feeling of ‘belonging’ for those who stay far from their motherland like expats, Non-resident immigrants or even families who have moved away from each other.

Why Nostalgia Works:

The above examples illustrate how different aspects of nostalgia have all been used in one way or the other to get the audience to reminisce about a simpler and easier time.

“Nostalgia works best when the audience has a bank of positive memories that they associate with. Thus, it may work better when your target audience is of the age group 30 and above.”

The association of a product with positive recall is more likely to trigger a purchase or be on the top of mind recall when the audience is at the point of purchase.

The Bottom Line:

“No memory arrives alone and no memory is limited to one sensory perception alone. Hence, our memories are often complete sensory experiences that include the sense of touch, smell, sight, sound, and sometimes even taste.”

In a film that deals exclusively with the myriad and wonderful ways of storytelling, Ang Lee’s ‘Life of Pi’; the concept of nostalgia is an underlying factor in almost every frame. Be it the protagonist thinking of his childhood, explaining to the journalist about his hometown, recounting a lost love – memories and longing is evident. The final scene in the film concludes it the best. Pi, the protagonist asks the reporter “So tell me, since it makes no factual difference to you and you can’t prove the question either way, which story do you prefer? Which is the better story, the story with animals or the story without animals?” the reporter replies “The one with the tiger; that’s a better story” to which Pi Patel peacefully responds, “ Thank you, and so it goes with God”. And so it will… We may never understand the pull of memories and its repercussions, but what remains is their irreplaceable role in our lives towards creating happiness, if only momentary.



Amruta Ghate is a Communications Post Graduate with a keen interest in writing and poetry. As a Digital Content Writer at Setu Advertising, she brings to the table, creative content that succeeds in conditioning and engaging the readers, that translates into content amplification.