In the run-up to the release of a biopic on Capt. And every time Captain Batra is remembered, ‘Yeh Dil Maange More’ finds renewed life in the country’s collective memory, ensuring that even generations who may not have seen the original ad, are familiar with the slogan. Vikram Batra’s twin, Vishal, through media interviews and literature, has played a major role in keeping alive the memory of his brother, years after the braveheart was killed in action, while attempting to save the life of a fellow soldier.
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Batra reiterated the slogan during the interview, and thus turned it into a “national motto”, said Dutt in a tweet remembering the experience.Ģ1 years ago I met the extraordinary #VikramBatra, Code name, Sher Shah, the swashbuckling soldier who was one of the first interviews I did at the #Kargil frontline and would be the first obituary tribute I'd write as well. Batra for NDTV days before his death as part of her Kargil War reporting.
Batra was swiftly rechristened as the Lion of Kargil, and later as Shershaah, a title that Pakistan also used to refer to him during the war.īarkha Dutt had interviewed Capt. Joshi, echoed his father’s sentiments to Mid Day, stating that Capt. Batra’s commanding officer during the war, Colonel Y.K. Batra, recalled how he had “always asked for more” to the point that the slogan became his “call sign”.Ĭapt. It’s continuing life in public memory, though, owes much to the legacy of Captain Vikram Batra. In an interview to Mid Day in 2009, the late soldier’s father, G.L.
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In other words, “Ye Dil Maange More” was such a rousing success that it spawned years worth of TV ads and was also appropriated for the title of a 2004 Anant Mahadevan film, which coincidentally also starred Shahid Kapoor. This was because “Ask for more” was more about asking for more of a drink and ‘Ye dil maange more’ was more about wanting more from life and thus had a deeper and richer meaning,” Ohri said, in an interview with Business Standard in 2018.Īlso read: ‘Meri khubsurti ka raaz…’: The Shah Rukh bath-tub ad that made Lux soap bold & beautiful Becoming one with Captain Batra “Yeh dil maange more” had more heart than the other slogan. It was our adaptation of the global slogan which was ‘Ask for more’.
“The slogan was created by Anuja Chauhan. Walter Thompson (now Wunderman Thompson) Rohit Ohri also named “Yeh Dil Maange More” as his personal favourite advertising campaign. In a sense, “Yeh Dil Maange More” represented a culmination of years of attempts by Pepsi to use eye-catching advertising to rival Coca Cola and eventually make its parent company, PepsiCo, among those with the largest presence in the food and beverage industry in India.įormer chief of the Pepsi business for communications firm J. Released in 1998, the “ Yeh Dil Maange More” Pepsi ad film featured an up-and-coming Shahid Kapoor, with the cast of Kuch Kuch Hota Hai, Shah Rukh Khan, Rani Mukherji, and Kajol, in an extended dance sequence that would not have looked amiss in any of their widely successful films.įollowing its original release, the “Yeh Dil Maange More” tagline became a mainstay in several Pepsi ads over the years, often involving prominent Indian cricketers, such as Sachin Tendulkar, Rahul Dravid, Sourav Ganguly and Harbhajan Singh, in the late 1990s and early 2000sĪnd as if acting on its own ‘Yeh Dil Mange More’ promise, one even roped in both Shah Rukh Khan and Tendulkar, a hit with both film and cricket fans. The legacy of Captain Vikram Batra, the Indian Army officer and posthumous Param Vir Chakra awardee, has made Pepsi’s “Yeh Dil Maange More” slogan a life motto.Īlso read: Calcium Sandoz - For 90s kids, the happy-puppy bottle scored over health benefits of the pills 1998 release and subsequent success The answer lies in the memory of a martyred braveheart, who made the ad slogan his own during the 1999 Kargil War, keeping it alive in public memory, long after Pepsi has moved to using other jingles. What did “Yeh Dil Maange More” have that “Change the Game” didn’t in 2011, nor did “Nothing official about it” in 1996? No matter how amusing or iconic the likes of “ Change the Game” or “ Nothing official about it” were at the time, however, none match up to the significance of “Yeh Dil Maange More”. New Delhi: Pepsi has had plenty of memorable advertising campaigns in India, ever since its entry into the market in the late 1980s.
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