Iconic Ads: Pepsi – Yeh Dil Maange More

The campaign had to help drive the youth wanting Pepsi by making a larger life statement that worked for the youth.

Pepsi always understood the prevailing attitude of the youth and communicated with them in a language that is relevant at that time. Over time, as the youth evolved, so had been the creatives/ language used by Pepsi. It has consistently committed to being what the youth stood for

Indians are fascinated with cricket and films (Bollywood, Kollywood etc). And these two have given India many stars and youth icons. The youth have looked to them for fashion, lifestyle, trends, inspirations etc. Using these stars as brand endorsers has helped Pepsi to connect with youth.

The youth over generations have had a cheeky & bold side to themselves and Pepsi has stood for this irreverence of sorts.

Pepsi is an impulse purchase and the campaign had to help drive the youth wanting Pepsi by making a larger life statement that worked for the youth.

The Pepsi international team were on a visit to India. They wanted an adaptation of their international campaign, ‘Ask for More’, sung by Janet Jackson. The task was to come up with something that would be catchy.

After the ambush of the 96 World Cup, this was a continuation. The brief landed on the table of Pepsi ‘expert’ Anuja Chauhan, and she delivered a great campaign over time.

Yeh Dil Maange More had its sceptics which included the filmmaker Prahlad Kakkar who thought the line should be ‘Dil Se Maango Milega More’, however Anuja prevailed. The music was scored by Leslie Lewis and sung by KK.

The line became ingrained in all Indians’ minds when the Late Capt Vikram Batra voiced the line when he said that his team wanted to catch more insurgents during the Kargil incursion.

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