Batra for NDTV days before his death as part of her Kargil War reporting.

Batra was swiftly rechristened as the Lion of Kargil, and later as Shershaah, a title that Pakistan also used to refer to him during the war.īarkha Dutt had interviewed Capt.

Joshi, echoed his father’s sentiments to Mid Day, stating that Capt. Batra’s commanding officer during the war, Colonel Y.K. Batra, recalled how he had “always asked for more” to the point that the slogan became his “call sign”.Ĭapt. It’s continuing life in public memory, though, owes much to the legacy of Captain Vikram Batra. In an interview to Mid Day in 2009, the late soldier’s father, G.L. In other words, “Ye Dil Maange More” was such a rousing success that it spawned years worth of TV ads and was also appropriated for the title of a 2004 Anant Mahadevan film, which coincidentally also starred Shahid Kapoor. This was because “Ask for more” was more about asking for more of a drink and ‘Ye dil maange more’ was more about wanting more from life and thus had a deeper and richer meaning,” Ohri said, in an interview with Business Standard in 2018.Īlso read: ‘Meri khubsurti ka raaz…’: The Shah Rukh bath-tub ad that made Lux soap bold & beautiful “Yeh dil maange more” had more heart than the other slogan.

It was our adaptation of the global slogan which was ‘Ask for more’. “The slogan was created by Anuja Chauhan. Walter Thompson (now Wunderman Thompson) Rohit Ohri also named “Yeh Dil Maange More” as his personal favourite advertising campaign. In a sense, “Yeh Dil Maange More” represented a culmination of years of attempts by Pepsi to use eye-catching advertising to rival Coca Cola and eventually make its parent company, PepsiCo, among those with the largest presence in the food and beverage industry in India.įormer chief of the Pepsi business for communications firm J. Released in 1998, the “ Yeh Dil Maange More” Pepsi ad film featured an up-and-coming Shahid Kapoor, with the cast of Kuch Kuch Hota Hai, Shah Rukh Khan, Rani Mukherji, and Kajol, in an extended dance sequence that would not have looked amiss in any of their widely successful films.įollowing its original release, the “Yeh Dil Maange More” tagline became a mainstay in several Pepsi ads over the years, often involving prominent Indian cricketers, such as Sachin Tendulkar, Rahul Dravid, Sourav Ganguly and Harbhajan Singh, in the late 1990s and early 2000sĪnd as if acting on its own ‘Yeh Dil Mange More’ promise, one even roped in both Shah Rukh Khan and Tendulkar, a hit with both film and cricket fans.

Dil maange more