In a celebration of its 125th birthday in India, Pepsi is paying homage to its past. As the beverage brand commemorates over a century, it unveiled a new global branding in India.
Simultaneously, Pepsi has launched its all-new campaign – Yeh Dil Maange More, featuring the brand ambassador Ranveer Singh.
Yeh Dil Maange More! is an advertising slogan, originally coined for Pepsi at JWT by Anuja Chauhan in 1998. It combines Hindi and English, 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 2007, later released as a single in January 2008.
A week ago, this slogan made a comeback on social media with popular names like Shark Tank fame Anupam Mittal, comedian Zakir Khan, musician Tanishk Bagchi, director Farah Khan and actor Shahid Kapoor posting cryptic captions with the slogan weaved into it.
With this recent campaign, the brand has revived an age old slogan for its 125th anniversary.
Through narratives and Singh's energy, Pepsi aims to inspire everyone to believe in their heart's desires and seize boundless opportunities. This TVC aims to exalt the raw power of marching to your own beat and trusting your gut instincts; to defy conventions and go for ‘More’. It aims to encourage the youth to embrace daring dreams and strive for the extraordinary because, in a world brimming with possibilities, settling for less is never an option.
Opening with a conflict between personal passions and societal expectations, the TVC, featuring Singh, aims to motivate young individuals to overcome reservations, and embrace their fervor, enthusiasm, and distinctive qualities. The TVC dares the youth to drown out the noise and follow the voice of their heart; the only voice that tells you to do what really matters to you. The crescendo - A resounding 'Yeh Dil Maange More', aims to seal the deal on a celebration of individuality.
Speaking on ‘Yeh Dil Maange More’, Shailja Joshi, Category Lead, Pepsi Cola, PepsiCo India, commented, “Yeh Dil Maange More is more than a campaign; it's a cultural phenomenon etched in the hearts of Pepsi lovers. As we embark on this journey, Pepsi invites everyone to savor the taste of this timeless sentiment and embrace the exciting evolution that lies ahead. Ranveer Singh is the perfect ambassador to lead the charge, this iconic campaign celebrating our enduring connection with India and paying homage to the timeless pursuit of 'more'. Through 'Yeh Dil Maange More', we aim to honor the youth of India who relentlessly strive for greater aspirations, encouraging them to heed their heart's desires and aspirations, despite the limiting voices in their heads. It’s not just about celebrating our past but creating a vibrant future for the brand. Our new global branding is a symbolic fusion of our rich legacy and a dynamic future, resonating with consumers across the globe. We are excited to share this with our consumers across generations.”
Commenting on the new campaign, Singh said, “Being a part of Yeh Dil Maange More is a professional milestone for me. It’s a journey to my roots, to the time when I, like many others, grew up against the backdrop of this iconic campaign. I vividly remember being struck by its energy, its vibe, and its call for 'more.' Today, to have the opportunity to not only recreate but redefine this legendary campaign in a way that resonates with me, and the pulse of today's generation is truly exhilarating. It's not just about reliving the past; it's about giving it a contemporary twist, staying true to the spirit of 'more,' and celebrating the timeless essence that has inspired us all."
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