Mumbai, June 7 -- Shaktimaan, India's beloved superhero and protector of humanity, is back, not to fight supervillains this time, but to endorse mattresses for Gadda Co. Joining him is a slew of other such popular characters, as brands such as Flipkart, Myntra, Ather, Acko, and Gadda Co. ride on nostalgia-driven marketing to bring the characters back to endorse their products.

For instance, Raju Rastogi's family from3 Idiotswas recently seen alerting us about low prices on Flipkart Minutes or Ratna Pathak, as Maya Sarabhai fromSarabhai vs.Sarabhai encouraged us to buy Korean beauty products from Myntra.

Saurabh Sharma, head of marketing at Ather Energy, ran one such campaign with actor Mandar Chandwadkar in November 2024 and March this ...