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Brand taglines and pop culture

Are digital ads depriving brands of the benefits of long-running themes?

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Ambi Parameswaran
I was putting my swimming kit into the locker in my swimming club when I heard an old man sing “Oonche log. Oonchi pasand”. I chimed in “Manikchand” (a brand of pan masala that used the line) and asked him why now. He replied that I was tucking my bag into a locker that was almost my height (6 feet), while he was stuffing his bag into a locker that was aimed at "less oonche people" — he was just under 5 feet 6 inches.

Then there was someone who tagged me to his tweet that went something like this:
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of www.business-standard.com or the Business Standard newspaper