Form of words:
New Delhi: Pepsi has had several memorable ad campaigns in India since then Entry In the market in the late 1980s. No matter how amusing or iconic “likes”change game” Or “nothing official about itAt the time, however, no one matched the importance of “Yeh Dil Maange More”.
What was in “Yeh Dil Maange More” that “Change the Game” was not in 2011, nor in 1996 that “there was nothing official about it”?
The answer lies in the memory of a martyr Bahadur, who made the ad its slogan during the 1999 Kargil War, keeping it alive in public memory, after Pepsi went on to use other jingles.
The legacy of Captain Vikram Batra, an Indian Army officer and posthumously awarded the Param Vir Chakra, has made Pepsi’s “Yeh Dil Maange More” slogan a life motto.
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1998 release and subsequent success
Released in 1998,Ye dil maange morePepsi’s ad film featured a rising Shahid Kapoor, starring something happens, Shah Rukh Khan, Rani Mukerji, and Kajol, in an extended dance sequence that does not appear in any of his widely successful films.
Following its original release, the “Yeh Dil Maange More” tagline became a mainstay in many Pepsi commercials over the years, often involve Prominent Indian cricketers like Sachin Tendulkar, Rahul Dravid, Sourav Ganguly and Harbhajan Singh in the late 1990s and early 2000s
And as if working on his own promise of ‘Yeh Dil Maange More’, even one towing in A hit with both Shah Rukh Khan and Tendulkar, both film and cricket fans.
In a sense, “Yeh Dil Maange More” represents the culmination of years of efforts by Pepsi to use flashy advertising. rival coca cola and eventually became its parent company, PepsiCo, with the largest presence in the food and beverage industry in India.
Former head of Pepsi business for communications firm J Walter Thompson (now Wonderman Thompson) Rohit Ohri also named “Yeh Dil Maange More” as his personal favorite ad campaign.
“The slogan was created by Anuja Chauhan. It was our adaptation of the global slogan ‘Ask for more’. “Yeh Dil Maange More” had more heart than other slogans. This was because “Ask for More” was about asking for more drinks and ‘Yeh 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.
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Becoming one with Captain Batra
In other words, “Yeh Dil Maange More” was such a resounding success that it spawned years of TV commercials and was even appropriated for the title of the 2004 Anant Mahadevan film, which incidentally also starred Shahid Kapoor.
As it continues to life in public memory, however, there is much more to the legacy of Captain Vikram Batra. in one Interview By mid-day in 2009, the late soldier’s father, GL Batra, recalled how he had said “always for more” that the slogan became his “call sign”.
During the war, Captain Batra’s commanding officer, Colonel YK Joshi, echoed his father’s sentiments for Mid Day, saying that Captain Batra was increasingly renamed as Sher of Kargil and later as Sher Shah, A title that also Pakistan Used To mention him during the war.
Barkha Dutt interviewed Captain Batra for NDTV a few days before his death as part of his Kargil War reporting. Batra repeated the slogan during the interview, and thus changed it to a “national motto”, Dutt said in a tweet, recalling the experience.
21 years ago I met the extraordinary #vikrambatra, code name, Sher Shah, passionate soldier, which was one of the first interviews I had #kargil The front line and first tribute would be the tribute I would write as well. It feels like yesterday to me. I can hear her laugh 1/n pic.twitter.com/TPUzSv1oeZ
— Barkha Dutt (@BDUTT) July 7, 2020
Over the years, Captain Vikram Batra’s twin, Vishal has played an important role through media interviews and literature. major role While attempting to save the life of a fellow soldier, years after he was martyred in action, to keep the memory of his brother alive. And every time Captain Batra is remembered, ‘Yeh Dil Maange More’ finds new life in the nation’s collective memory, ensuring that even generations who may not have seen the original ad become familiar with the slogan.
In line with the release of a biopic on Captain Batra, Sher Shah, In August this year, the bond between Pepsi Slogan and Captain Batra turned a full circle as a soft drink brand released A short film paying tribute to the martyred soldier.
(Edited by Polomi Banerjee)
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