Summary
- Campaign Name: Yeh Dil Maange More (This Heart Desires More)
- Product/Focus: Pepsi Cola
- Core Message: Young India’s unquenchable thirst for success and fun.
- Key Insight: Tapping into the massive “Kuch Kuch Hota Hai” craze by casting the entire lead trio in one commercial.
- Year: 1998
Ad Plot
The commercial plays like a mini-Bollywood rom-com.
- Shah Rukh Khan is trying to get a Pepsi but keeps getting distracted by Rani Mukherjee and Kajol.
- It features a young, then-unknown Shahid Kapoor as a fan/waiter who is starstruck by the group.
- The ad uses the catchphrase “Yeh Dil Maange More,” which became a national anthem for the youth.
- The plot revolves around lighthearted jealousy and the “more-ish” nature of the drink, ending with the iconic jingle.
Reception & Recall
This campaign is legendary in India for its cultural impact.
- The tagline “Yeh Dil Maange More” was famously used by Captain Vikram Batra during the 1999 Kargil War, turning a commercial slogan into a symbol of national bravery.
- BrandEquity described it as a “casting coup” that was unprecedented in Indian advertising at the time.
- It is still cited today as the peak of celebrity-led advertising in India.
