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词条 Yeh Dil Maange More!
释义

  1. History

  2. Pepsi advertisement

  3. See also

  4. References

  5. External links

Yeh Dil Maange More! is an advertising slogan coined for Pepsi at JWT by Anuja Chauhan in 1998.[1] It combines Hindustani and 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 1998, later released a single in January 1999.[1][2]

History

The slogan has its origins as a commercial slogan for Pepsi advertisement in 1998,[3] 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).[4] 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.[3][5] Captain Batra was martyred during the war in July 1999 was posthumously awarded the Param Vir Chakra, India's highest military honour.[6] The slogan continues to be a part of the Indian popular culture.[7]

In 2004, it was used as a title for a Bollywood movie, Dil Maange More starring Shahid Kapoor.

Pepsi advertisement

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.[8] 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.[9] The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar, Shahrukh Khan, Amitabh Bachchan, and Pawan Kalyan and were directed by Prahlad Kakkar, a veteran ad film director.[10] 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.[10]

See also

  • Vikram Batra
  • Pawan Kalyan
  • Kargil War
  • Dil Maange More
  • Hinglish

References

1. ^[{{BillboardURLbyName|artist=janet jackson|chart=all}} Billboard - Janet Jackson's Discography]
2. ^MTV - Janet Jackson - Ask For More (Pepsi Single)
3. ^1 {{Citation | title=His soul sang Yeh Dil Maange More | newspaper=Mid-Day, Delhi | date=2009-07-21 | accessdate = 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 ...}}
4. ^1 {{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}}
5. ^{{Citation | title=Bravehearts say, yeh dil mange more | newspaper=Mid-Day, Delhi | date=2009-03-26 | accessdate = 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 ...}}
6. ^{{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|accessdate=26 July 2010}}
7. ^{{cite web|title=Yeh dil maange more!|url=http://www.mumbaimirror.com/net/mmpaper.aspx?Page=article§id=30&contentid=20080401200804010207191839f60c64d|work= Mumbai Mirror}}
8. ^{{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 ...}}
9. ^{{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" ...}}
10. ^1 {{Citation | title=HC stays overseas release of film ‘Dil Maange More’ | newspaper=Financial Express | date=2005-01-05 | accessdate = 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 ...}}

External links

  • [https://www.youtube.com/watch?v=WMzZfzzG80s Yeh Dil Maange More!, Pepsi TV commercial, featuring Sachin Tendulkar]
{{India-culture-stub}}

7 : Advertising slogans|Hindi words and phrases|Slogans|PepsiCo advertising campaigns|Catchphrases|Indian television commercials|Advertising in India
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