Yeh Dil Maange More!

The slogan has its origins as a commercial slogan for Pepsi advertisement in 1998,{{Citation | title=His soul sang Yeh Dil Maange More | newspaper=Mid-Day, Delhi | date=2009-07-21 | access-date = 2009-07-24 | url=http://www.mid-day.com/news/2009/jul/210709-Captain-Vikram-Batra-Martyr-Kargil-War-Hero-Indomitables-Pepsi-Delhi.htm | quote=... 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 ...}} 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).{{cite news|url=http://economictimes.indiatimes.com/news/news-by-company/corporate-announcement/Anuja-Chauhan-puts-in-papers-at-JWT/articleshow/6322248.cms|title=Anuja Chauhan puts in papers at JWT|date=Aug 2010|work=Economic Times}} 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.{{Citation | title=Bravehearts say, yeh dil mange more | newspaper=Mid-Day, Delhi | date=2009-03-26 | access-date = 2009-07-24 | url=http://www.mid-day.com/news/2009/mar/260309-NSG-commandos-serious-injuries-Mumbai-terror-attack-bravehearts.htm | quote=... 2 NSG commandos seriously injured during Mumbai terror attack can't wait for action again ...}} Captain Batra was martyred in the war in July 1999, and was posthumously awarded the Param Vir Chakra, India's highest military honour.{{cite web|title=Kargil Update: Indian Army|url=http://armedforces.nic.in/airforce/afkargil/airpvc.htm|work=Param Vir Chakra|publisher=Ministry of Defence, Government of India|access-date=26 July 2010}} The slogan continues to be a part of the Indian popular culture.{{cite web|title=Yeh dil maange more!|url=http://www.mumbaimirror.com/net/mmpaper.aspx?Page=article§id=30&contentid=20080401200804010207191839f60c64d|work=Mumbai Mirror|access-date=18 December 2010|archive-date=24 October 2007|archive-url=https://web.archive.org/web/20071024183614/http://mumbaimirror.com/net/mmpaper.aspx?Page=article|url-status=dead}}

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

In March 2024 this tagline was returned after unviell of Pepsi New Identity in India.

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.{{Citation | title=Transnational television, cultural identity and change: When STAR came to India | first=Melissa | last=Butcher | year=2003 | publisher=SAGE | isbn=0-7619-9766-0 | url=https://books.google.com/books?id=DNh1qs24HLUC | quote=... 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 ...}} 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.{{Citation | title=Global sport sponsorship | author=John Amis, T. Bettina Cornwell | year=2005 | publisher=Berg Publishers | isbn=1-84520-081-0 | url=https://books.google.com/books?id=jw-WHdztdDQC | quote=... 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" ...}} 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.{{Citation | title=HC stays overseas release of film 'Dil Maange More' | newspaper=Financial Express | date=2005-01-05 | access-date = 2009-07-24 | url=http://www.financialexpress.com/news/hc-stays-overseas-release-of-film-dil-maange-more/123511/ | quote=... 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 ...}} 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.

• Vikram Batra
• Pawan Kalyan
• Kargil War
• Dil Maange More
• Hinglish

{{reflist}}

• [https://www.youtube.com/watch?v=WMzZfzzG80s Yeh Dil Maange More!, Pepsi TV commercial, featuring Sachin Tendulkar]

Category:Indian advertising slogans

Category:Hindi words and phrases

Category:PepsiCo advertising campaigns

Category:Indian television commercials

Category:Advertising in India

Category:1998 quotations

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