In an era dominated by digital media, one might assume mainline media—TV, radio, and print—is fading. But in 2025, top brands have flipped the script. Through strategic storytelling and consistent messaging, brands are seeing impressive results in brand recall using traditional platforms. Let’s explore how leading campaigns this year have used mainline media to achieve exceptional brand resonance.

The Power of Mainline Media in Brand Recall

Mainline media offers an emotional and immersive experience that digital often lacks. While online ads get skipped, mainline content—TV commercials, magazine spreads, or radio jingles—often leave a lasting impression. According to a 2025 Nielsen report, TV and radio still lead in unaided brand recall, especially during national campaigns.

Top 2025 Campaign Case Studies

1. Surf Excel’s “Acts of Kindness” TVC Campaign

Medium: Television
Objective: Promote community-driven values
Outcome:
Surf Excel’s emotionally-charged 2025 campaign showcased children helping others, ending with the tagline “Daag Achhe Hain” (Dirt is Good). It aired across prime-time slots on national channels.

  • Result: 78% unaided recall rate in brand tracking surveys.
  • Lesson: Consistent messaging and high-quality storytelling in TV spots continue to drive top-of-mind awareness.

2. Amul’s Print Campaigns in National Dailies

Medium: Print (Newspapers)
Objective: Daily humor and brand association
Outcome:
Amul's witty cartoon-based ads have become a cultural staple in India. In 2025, their timely takes on political and social events kept readers engaged daily.

  • Result: Over 85% readers associated “Amul” with “topical humor and butter,” improving brand engagement.
  • Lesson: Consistency in tone and presence builds deep brand-rooted familiarity.

3. LIC’s “Zindagi ke Saath” Radio Jingle Relaunch

Medium: Radio
Objective: Revive emotional connection with insurance seekers
Outcome:
LIC revamped its iconic jingle with a modern acoustic feel, running it during morning and evening peak times on FM channels.

  • Result: 63% increase in brand recall among 30–50-year-old urban listeners.
  • Lesson: Nostalgia, when blended with relevance, is a powerful tool for recall on audio platforms.

4. Tata Tea’s “Jaago Re 2025” Initiative

Medium: Television + Print
Objective: Create social awareness and brand alignment
Outcome:
Combining national TV commercials with editorial-styled newspaper ads, Tata Tea addressed voter awareness and youth empowerment.

  • Result: 71% brand link recall with the social issue addressed.
  • Lesson: Multi-channel consistency across mainline mediums boosts brand trust and associative recall.

5. Britannia's “100 Years of Trust” Anniversary Edition Ads

Medium: TV + Print
Objective: Reinforce brand legacy
Outcome:
Britannia ran a series of legacy ads highlighting its journey over 100 years, aired during cricket matches and full-page spreads in business and lifestyle magazines.

  • Result: 82% campaign recall rate and a 40% spike in nostalgic emotional scores.
  • Lesson: Legacy storytelling in premium mainline slots enhances long-term brand memory.

Key Takeaways for Marketers in 2025

  1. Emotional Storytelling Still Wins – TV and radio offer unmatched depth in conveying emotion.
  2. Consistency Is Crucial – Repeat presence on trusted platforms creates familiarity.
  3. Cross-Media Integration – Combining print with TV or radio magnifies the recall impact.
  4. Timeliness and Relevance – Amul’s and Tata Tea’s campaigns show how topicality boosts engagement.
  5. Nostalgia as a Trigger – Reviving old jingles or themes can rekindle brand love.

Conclusion

Mainline media in 2025 isn’t just alive—it’s thriving. When leveraged smartly, these platforms offer unmatched opportunities to build strong, lasting brand impressions. The case studies above prove that with the right message and placement, traditional media still delivers superior brand recall—even in a digitally distracted world.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)