Yeh Dil Maange More was coined by Anuja Chauhan at JWT. This was the Indian version of the ‘Ask For More’ commercial by Janet Jackson for Pepsi.
The phrase became extremely popular, especially with the youth whom Pepsi was targeting, and it has become a part of the everyday lexicon in India. So much so that some other companies tried to appropriate the slogan to which Pepsi litigated to get exclusive usage.
In 1999, Shahrukh Khan had reached superstar status with films like Kuch Kuch Hota Hai, Dil Toh Pagal Hai and Dilwale Dulhaniya Le Jayenge. Sachin Tendulkar was the God of Indian cricket, with records tumbling everywhere.
India was then participating in the ICC Cricket World Cup in the UK then. This campaign was a continuation of the Yeh Dil Mange More series, but using the two stars together.
In the commercial, Shahrukh implies that he will do anything to get a Pepsi, including acting like Sachin Tendulkar. Many players like Rahul Dravid, Azharuddin etc. mistake him too. Finally, Sachin pulls the Pepsi away from Shahrukh, implying that Shahrukh had to play.
Sachin was not keen on doing this commercial, but Prahlad Kakkar, the filmmaker, convinced him to do it.
This Heart Desires More Aha!
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