Yeh Dil Maange More! is an

advertising slogan Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand. Etym ...

coined for

Pepsi Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961. History Pepsi wa ...

at JWT by

Anuja Chauhan Anuja Chauhan ( hi, अनुजा चौहान) is an Indian author, advertiser and screenwriter. As a writer, she is known for '' The Zoya Factor'' (2008), '' Battle For Bittora'' (2010), ''Those Pricey Thakur Girls'' (2013), ''The Hous ...

in 1998. It combines

Hindi Hindi (Devanāgarī: or , ), or more precisely Modern Standard Hindi (Devanagari: ), is an Indo-Aryan language spoken chiefly in the Hindi Belt region encompassing parts of northern, central, eastern, and western India. Hindi has been ...

and

English English usually refers to: * English language * English people English may also refer to: Peoples, culture, and language * ''English'', an adjective for something of, from, or related to England ** English national ...

, 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 India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area, the List of countries and dependencies by population, second-most populous ...

. The worldwide Pepsi commercial featuring the song, '' Ask for More'', written by

Janet Jackson Janet Damita Jo Jackson (born May 16, 1966) is an American singer, songwriter, actress, and dancer. She is noted for her innovative, socially conscious and sexually provocative records, as well as elaborate stage shows. Her sound and choreog ...

was released in November 2007, later released a single in January 2008.

History

The slogan has its origins as a commercial slogan for

advertisement in 1998, at JWT by

who eventually became vice president and Executive Creative Director at JWT, Delhi, and author of books like, ''

The Zoya Factor ''The Zoya Factor'' is a novel written by Anuja Chauhan, published by HarperCollins India in 2008. It is about a Rajput woman named Zoya Singh Solanki who meets the Indian Cricket Team through her job as an executive in an advertising agency ...

'' (2008). Thereafter it soon gained mass popularity, and became a battle slogan and rallying cry, first used by Capt.

Vikram Batra Vikram Batra (9 September 1974 – 7 July 1999) was an officer of the Indian Army. He was posthumously awarded the Param Vir Chakra, the highest Indian military decoration, for his actions during the Kargil War; on 7 July 1999, Batra was kill ...

, an officer of the

Indian Army The Indian Army is the Land warfare, land-based branch and the largest component of the Indian Armed Forces. The President of India is the Commander-in-Chief, Supreme Commander of the Indian Army, and its professional head is the Chief of Arm ...

, during the 1999

Kargil War The Kargil War, also known as the Kargil conflict, was fought between India and Pakistan from May to July 1999 in the Kargil district of Jammu and Kashmir and elsewhere along the Line of Control (LoC). In India, the conflict is also referre ...

and widely reported in the media. Captain Batra was martyred in the war in July 1999, and was posthumously awarded the

Param Vir Chakra The Param Vir Chakra (PVC) is India's highest military decoration, awarded for displaying distinguished acts of valour during wartime. Param Vir Chakra translates as the "Wheel of the Ultimate Brave", and the award is granted for "most conspicu ...

, India's highest military honour. The slogan continues to be a part of the Indian

popular culture Popular culture (also called mass culture or pop culture) is generally recognized by members of a society as a set of practices, beliefs, artistic output (also known as, popular art or mass art) and objects that are dominant or prevalent in a ...

. In 2004, it was used as a title for a

Bollywood Hindi cinema, popularly known as Bollywood and formerly as Bombay cinema, refers to the film industry based in Mumbai, engaged in production of motion pictures in Hindi language. The popular term Bollywood, is a portmanteau of "Bombay" ...

movie, ''

Dil Maange More ''Dil Maange More!!!'' () is a 2004 Indian Hindi-language romantic comedy film directed by Anant Mahadevan and produced by Fourth Wall Productions. it features Shahid Kapoor, Ayesha Takia, Tulip Joshi, Soha Ali Khan (in her film debut), Gulshan ...

'' starring

Shahid Kapoor Shahid Kapoor (; born 25 February 1981) is an Indian actor who appears in Hindi films. Initially recognised for portraying romantic roles, he has since taken on parts in action films and thrillers, and is the recipient of several awards, in ...

Pepsi advertisement

The slogan was coined as a

tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, s ...

for a Pepsi

television advertisement A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

series that first ran in December 1998 and sought to establish Pepsi as a strong brand with Indian youth. It was a continuation of Pepsi's advertising campaign in the mid-to-late nineties, which it had initially launched as an

ambush marketing Ambush marketing or ambush advertising is a marketing strategy in which an advertiser " ambushes" an event to compete for exposure against other advertisers. The term was coined by marketing strategist Jerry Welsh, while he was working as the m ...

effort against

Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance bar, temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pembe ...

during the

1996 Cricket World Cup The 1996 Cricket World Cup, also called the Wills World Cup 1996 after the Wills Navy Cut brand produced by tournament sponsor ITC, was the sixth Cricket World Cup organised by the International Cricket Council (ICC). It was the second World C ...

. The ads featured prominent sports personalities and film stars, such as

Sachin Tendulkar Sachin Ramesh Tendulkar (; ; born 24 April 1973) is an Indian former international cricketer who captained the Indian national team. He is regarded as one of the greatest batsmen in the history of cricket. He is the all time highest run-sco ...

Shahrukh Khan Shah Rukh Khan (; born 2 November 1965), also known by the initialism SRK, is an Indian actor, film producer, and television personality who works in Hindi films. Referred to in the media as the " Baadshah of Bollywood", "King of Bollywood" ...

Amitabh Bachchan Amitabh Bachchan (; born as Amitabh Shrivastav; 11 October 1942) is an Indian actor, film producer, television host, occasional playback singer and former politician known for his work in Hindi cinema. He is regarded as one of the most succe ...

, and

Pawan Kalyan Pawan Kalyan (born Konidela Kalyan Babu; 2 September is an Indian actor, filmmaker, and politician. His films are predominantly in Telugu cinema. Kalyan is the younger brother of actor-ex.politician Chiranjeevi, and made his debut in the 1996 ...

and were directed by

Prahlad Kakkar Prahlad Kakkar (born 24 March 1950 in Mumbai) is an Indian ad film director, best known for his work on the famous Pepsi TV commercial with Amitabh Bachchan and Sachin Tendulkar. He is the founder and main director for Genesis Film Productions ...

, a veteran ad film director. 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.

References

External links

Yeh Dil Maange More!, Pepsi TV commercial, featuring Sachin Tendulkar
Indian advertising slogans Hindi words and phrases PepsiCo advertising campaigns Indian television commercials Advertising in India 1998 neologisms {{India-culture-stub

History

Pepsi advertisement

See also

References

External links