Yeh Dil Maange More!

Yeh Dil Maange More! is an advertising slogan coined for Pepsi at JWT by Anuja Chauhan in 1998.[1] It combines Hindi and English, literally meaning This Heart Desires More, which later became a popular slogan. The slogan and its derivatives have been used in multiple contexts in India. The worldwide Pepsi commercial featuring the song, Ask for More, written by Janet Jackson was released in November 2007, later released a single in January 2008.[2][3]

This article is about the slogan. For the television series, see Yeh Dil Mannge More.

History

The slogan has its origins as a commercial slogan for Pepsi advertisement in 1998,[4] at JWT by Anuja Chauhan who eventually became vice president and Executive Creative Director at JWT, Delhi, and author of books like, The Zoya Factor (2008).[1] Thereafter it soon gained mass popularity, and became a battle slogan and rallying cry, first used by Capt. Vikram Batra, an officer of the Indian Army, during the 1999 Kargil War and widely reported in the media.[4][5] Captain Batra was martyred in the war in July 1999, and was posthumously awarded the Param Vir Chakra, India's highest military honour.[6] The slogan continues to be a part of the Indian popular culture.[7]

In 2004, it was used as a title for a Bollywood movie, Dil Maange More starring Shahid Kapoor.

Pepsi advertisement

The slogan was coined as a tagline for a Pepsi television advertisement series that first ran in December 1998 and sought to establish Pepsi as a strong brand with Indian youth.[8] It was a continuation of Pepsi's advertising campaign in the mid-to-late nineties, which it had initially launched as an ambush marketing effort against Coca-Cola during the 1996 Cricket World Cup.[9] The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar, Shahrukh Khan, Amitabh Bachchan, and Pawan Kalyan and were directed by Prahlad Kakkar, a veteran ad film director.[10] The catchphrase became a runaway success and other business entities sought to appropriate it in their messaging. Pepsi litigated actively to assert an exclusive right to use the slogan.[10]

See also

References
  1. "Anuja Chauhan puts in papers at JWT". Economic Times. August 2010.
  2. "Janet Jackson". Billboard. 21 November 2021. Archived from the original on 21 November 2021. Retrieved 20 May 2023.
  3. "Janet Jackson Album Discography and Track Listings | MTV". MTV. 28 December 2008. Archived from the original on 28 December 2008. Retrieved 20 May 2023.
  4. "His soul sang Yeh Dil Maange More", Mid-Day, Delhi, 21 July 2009, retrieved 24 July 2009, ... and Pepsi listened. Captain Vikram Batra, all of 24 when he turned martyr, was recommended for Mahavir Chakra, but went on to win the Param Vir Chakra ...
  5. "Bravehearts say, yeh dil mange more", Mid-Day, Delhi, 26 March 2009, retrieved 24 July 2009, ... 2 NSG commandos seriously injured during Mumbai terror attack can't wait for action again ...
  6. "Kargil Update: Indian Army". Param Vir Chakra. Ministry of Defence, Government of India. Retrieved 26 July 2010.
  7. "Yeh dil maange more!". Mumbai Mirror.
  8. Butcher, Melissa (2003), Transnational television, cultural identity and change: When STAR came to India, SAGE, ISBN 0-7619-9766-0, ... much of the vocabulary highlights a perception of youth today as more ambitious and more individualistic ... Pepsi's 1998 commercial, Yeh Dil Maange More (This Heart Wants More), joins a list of advertisements that play on this theme ...
  9. John Amis, T. Bettina Cornwell (2005), Global sport sponsorship, Berg Publishers, ISBN 1-84520-081-0, ... Pepsi attempted to hijack Coca-Cola's official sponsorship of the 1996 Cricket World Cup ... the most disliked words among Indian youth were "official", "corruption" and "discipline" ... In an effort to attract youth, Pepsi developed the slogan "Yeh Dil Maange More" ...
  10. "HC stays overseas release of film 'Dil Maange More'", Financial Express, 5 January 2005, retrieved 24 July 2009, ... Pepsi had coined the phrase 'yeh dil maange more' for its advertising campaign in December 1998 ... Sachin Tendulkar, Aamir Khan, Amitabh Bachchan ... earlier Coca-Cola, Omni Ltd, the producers of Tamil film Pepsi-Inda Ullam Kekkume More (Translation of Pepsi-yeh dil maange more), and North Delhi Power Corporation (users of phrase yeh dil maange more electricity) were restrained from using the said slogan/title ...


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