Yeh Dil Maange More!
Encyclopedia
Yeh Dil Maange More! is an advertising slogan
coined for Pepsi
at JWT
by Anuja Chauhan
in 1998. It combines Hindi-Urdu and English
, and literally meaning This Heart Wants 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 1998, later released a single in January 1999..
advertisement in 1998, 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). 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. Captain Batra was killed during the war in July 1999 was posthumously awarded the Param Vir Chakra
, India's highest military honour. . The slogan continues to be a part of the Indian popular culture
.
In 2004, it was used as a title for a Bollywood
movie, Dil Maange More
starring Shahid Kapoor
.
for a Pepsi television advertisement
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
effort against Coca Cola during the 1996 Cricket World Cup
. The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar
, Aamir Khan
and Amitabh Bachchan
, and were directed by Prahlad Kakkar
, 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.
Advertising slogan
Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand name...
coined for Pepsi
Pepsi
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
at JWT
JWT
JWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the...
by Anuja Chauhan
Anuja Chauhan
Anuja Chauhan is an Indian author and advertiser. She worked in the advertising agency, JWT India, for over 17 years, eventually becoming vice president and executive creative director, before resigning in 2010 to pursue a full-time literary career...
in 1998. It combines Hindi-Urdu and English
English language
English is a West Germanic language that arose in the Anglo-Saxon kingdoms of England and spread into what was to become south-east Scotland under the influence of the Anglian medieval kingdom of Northumbria...
, and literally meaning This Heart Wants More, which later became a popular slogan. The slogan and its derivatives have been used in multiple contexts in India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
. The worldwide Pepsi commercial featuring the song, Ask for More
Ask for More
"Ask for More" is a song written, produced and performed by Janet Jackson as part of an advertising campaign for soft drink company Pepsi in 1999.-Song information:...
, written by Janet Jackson
Janet Jackson
Janet Damita Jo Jackson is an American recording artist and actress. Known for a series of sonically innovative, socially conscious and sexually provocative records, as well as elaborate stage shows, television and film roles, she has been a prominent figure in popular culture for over 25 years...
was released in November 1998, later released a single in January 1999..
History
The slogan has its origins as a commercial slogan for PepsiPepsi
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
advertisement in 1998, at JWT
JWT
JWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the...
by Anuja Chauhan
Anuja Chauhan
Anuja Chauhan is an Indian author and advertiser. She worked in the advertising agency, JWT India, for over 17 years, eventually becoming vice president and executive creative director, before resigning in 2010 to pursue a full-time literary career...
who eventually became Vice President and Executive Creative Director at JWT, Delhi, and author of books like, The Zoya Factor
The Zoya Factor
The Zoya Factor is a novel written by Anuja Chauhan, published by HarperCollins India in 2008. It is about a Rajput girl named Zoya Singh Solanki who meets the Indian Cricket Team through her job as an executive in an advertising agency and ends up becoming a lucky charm for the team for the 2010...
(2008). Thereafter it soon gained mass popularity, and became a battle slogan and rallying cry, first used by Capt. Vikram Batra
Vikram Batra
Captain Vikram Batra, PVC , was an officer of the Indian Army, posthumously awarded the Param Vir Chakra, India's highest award for valour, for his actions during the 1999 Kargil War in Kashmir between India and Pakistan....
, an officer of the Indian Army
Indian Army
The Indian Army is the land based branch and the largest component of the Indian Armed Forces. With about 1,100,000 soldiers in active service and about 1,150,000 reserve troops, the Indian Army is the world's largest standing volunteer army...
, during the 1999 Kargil War
Kargil War
The Kargil War ,, also known as the Kargil conflict, was an armed conflict between India and Pakistan that took place between May and July 1999 in the Kargil district of Kashmir and elsewhere along the Line of Control...
and widely reported in the media. Captain Batra was killed during the war in July 1999 was posthumously awarded the Param Vir Chakra
Param Vir Chakra
The Param Vir Chakra is India's highest military decoration awarded for the highest degree of valour or self-sacrifice in the presence of the enemy. It can be, and often has been, awarded posthumously....
, India's highest military honour. . The slogan continues to be a part of the Indian popular culture
Popular culture
Popular culture is the totality of ideas, perspectives, attitudes, memes, images and other phenomena that are deemed preferred per an informal consensus within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the emerging global mainstream of the...
.
In 2004, it was used as a title for a Bollywood
Bollywood
Bollywood is the informal term popularly used for the Hindi-language film industry based in Mumbai , Maharashtra, India. The term is often incorrectly used to refer to the whole of Indian cinema; it is only a part of the total Indian film industry, which includes other production centers producing...
movie, Dil Maange More
Dil Maange More
Dil Maange More is a 2004 Bollywood movie directed by Anant Mahadevan and produced by Fourth Wall Productions. It was filmed in India in the Hindi language.-Synopsis:...
starring Shahid Kapoor
Shahid Kapoor
Shahid Kapoor is an Indian actor who appears in Bollywood films. He is also a trained dancer.Starting off his career by working in music videos and advertisements, Kapoor made his Bollywood debut as a background dancer in Subhash Ghai's Taal . Four years later, he made his acting debut in Ishq...
.
Pepsi advertisement
The slogan was coined as a taglineTagline
A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product , or to reinforce the audience's memory of a product...
for a Pepsi television advertisement
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
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
Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee. The Macmillan English Dictionary defines ambush marketing as a marketing strategy in which a competing...
effort against Coca Cola during the 1996 Cricket World Cup
1996 Cricket World Cup
The 1996 Cricket World Cup, also called the Wills World Cup after its official sponsors, was the sixth edition of the tournament organized by the International Cricket Council . It was the second World Cup to be hosted by Pakistan and India, and for the first time by Sri Lanka...
. The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar
Sachin Tendulkar
Sachin Ramesh Tendulkar is an Indian cricketer widely regarded as one of the greatest batsmen in the history of cricket. He is the leading run-scorer and century maker in Test and one-day international cricket. He is the only male player to score a double century in the history of ODI cricket...
, Aamir Khan
Aamir Khan
Aamir Hussain Khan is an Indian film actor, director and producer who has established himself as one of the leading actors of Hindi cinema....
and Amitabh Bachchan
Amitabh Bachchan
Amitabh Bachchan is an Indian film actor. He first gained popularity in the early 1970s as the "angry young man" of Hindi cinema, and has since appeared in over 180 Indian films in a career spanning more than four decades...
, and were directed by Prahlad Kakkar
Prahlad Kakkar
Prahlad Kakar is a leading 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, one of India’s leading production houses, established in 1977 He is renowned...
, 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.