In a celebration of its 125th birthday in India, Pepsi has paid homage to its past by revisitng its popular slogan, 'Yeh dil maange more' (this heart demands more). As the beverage brand commemorates over a century of its existence in the country, it launched its all-new campaign with the slogan, featuring its brand ambassador and actor, Ranveer Singh, while also unveiling its new global branding in India.
The advertising slogan which was coined for a Pepsi TVC by JWT nearly 25 years ago in 1998 sought to establish the brand's strong connect with the youth. Needless to say, the catchphrase became a runaway success, with the brand rolling out campaigns using the phrase through the years that featured prominent sports and film personalities such as Sachin Tendulkar, Shahrukh Khan and Amitabh Bachchan, most of them directed by veteran ad film director Prahlad Kakkar.
The latest campaign attempts to give the original campaign a contemporary twist while staying true to the spirit of 'more,' and celebrating its timeless essence in a way that resonates with the pulse of today's generation.
The video opens with the actor expressing his thoughts on the universal conflict between personal passions and societal expectations, wherein the world exhorts one to be grounded while the heart urges one to shoot for the stars by defying societal norms and revelling in their passion, spirit, and uniqueness. Life and society may throw curveballs, but the film dares the youth to drown out the noise of the world and follow the voice of their hearts.
Shailja Joshi, category lead, Pepsi Cola, PepsiCo India, said, “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 savour 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'.”
She added, “Through 'Yeh Dil Maange More', we aim to honour 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.”
The campaign was rolled out on Instagram on 11 March and will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign.
