[1] It combines Hindi and English, literally meaning This Heart Desires More, which later became a popular slogan.
Vikram Batra, an officer of the Indian Army, during the 1999 Kargil War and widely reported in the media.
[4][5] Captain Batra was martyred in the war in July 1999, and was posthumously awarded the Param Vir Chakra, India's highest military honour.
[8] It was a continuation of Pepsi's advertising campaign in the mid-to-late nineties, which it had initially launched as an ambush marketing effort against Coca-Cola during the 1996 Cricket World Cup.
[9] The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar, Shahrukh Khan, Amitabh Bachchan, and Pawan Kalyan and were directed by Prahlad Kakkar, a veteran ad film director.