Abstract: This research investigates how Heritage Foods Limited's dairy marketing in Hyderabad uses nostalgia to shape consumer attitudes and loyalty. Nostalgia marketing – linking a brand to past memories – is found to establish strong emotional connections by drawing on shared cultural experience. To test this in practice, we look at Heritage Foods' marketing materials (e.g. retro imagery, nostalgic Flavors) and carry out a consumer survey in Hyderabad. The mixed-method design involves content analysis of the ad campaigns of Heritage and questionnaires assessing consumer engagement, emotional response, and purchase intention. This is an important research topic since emotion-based branding is a major trend: nostalgia cues are able to stimulate feelings of comfort and trust and are expected to improve engagement. For instance, Heritage's own "nostalgic journey" product launches – ice-lollies in traditional Indian Flavors (Kala Khatta, Gol Gappa) – are specifically formulated to "evince fond childhood memories". This insight into how those cultural reminders register in Hyderabad's market (with its strong food and family heritage) informs today's marketing efforts.

Keywords: Effectiveness, Nostalgia, Marketing, Customers, Milk Products, Hyderabad City.

Downloads: | DOI: 10.17148/IARJSET.2024.11124