Yeh Dil Maange More!: Difference between revisions

'''Yeh Dil Maange More!''' is an [[advertising slogan]] coined for [[Pepsi]] at [[J. Walter Thompson|JWT]] by [[Anuja Chauhan]] in 1998.<ref name=ec/> It combines [[Hindi language|Hindi]] and [[English language|English]], and 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.<ref>[{{BillboardURLbyName|artist=janet jackson|chart=all}} Billboard - Janet Jackson's Discography]</ref><ref>[http://www.mtv.com/music/artist/jackson_janet/albums.jhtml?albumId=2213775 MTV - Janet Jackson - ''Ask For More'' (Pepsi Single)]</ref>

The slogan has its origins as a commercial slogan for [[Pepsi]] advertisement in 1998,<ref name="midday2009rst">{{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 ...''}}</ref> at [[J. Walter Thompson|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).<ref name=ec>{{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}}</ref> 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.<ref name="midday2009rst" /><ref name="midday2009qgh">{{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 ...''}}</ref> Captain Batra was martyred during the war in July 1999 was posthumously awarded the [[Param Vir Chakra]], India's highest military honour.<ref name="pvc">{{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}}</ref> The slogan continues to be a part of the Indian [[popular culture]].<ref>{{cite web|title=Yeh dil maange more!|url=http://www.mumbaimirror.com/net/mmpaper.aspx?Page=article&sectid=30&contentid=20080401200804010207191839f60c64d|work= Mumbai Mirror}}</ref>

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.<ref name="butcher2003">{{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/?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 ...''}}</ref> 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]].<ref name="amis2005">{{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/?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" ...''}}</ref> The ads featured prominent sports personalities and film stars, such as [[Sachin Tendulkar]], [[Shah Rukh Khan|Shahrukh Khan]], [[Amitabh Bachchan]], and [[Pawan Kalyan]] and were directed by [[Prahlad Kakkar]], a veteran ad film director.<ref name="finexp2005gtl">{{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 ...''}}</ref> 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.<ref name="finexp2005gtl" />