PepsiCo India has launched a set of limited-edition cans and an ode as homage to Indian soldiers who fought in the 1999 Kargil War.
The limited-edition cans have been inspired by the story of Capt. Vikram Batra, known as ‘Shershaah’ of Kargil, who “immortalised” the company’s slogan ‘Yeh Dil Maange More’ (This Heart Desires More), by choosing it “to signify his mission’s success”, PepsiCo India said in a statement.
“The limited-edition cans also feature a QR code, through which consumers will be able to view Pepsi’s heartwarming tribute to Capt. Vikram Batra,” it added.
The ode is narrated by Vishal Batra, the Kargil martyr’s identical twin brother, who reminisces his life with his brother and his tale of heroism.
“The ode also captures milestones from Capt. Batra’s life – right from his early days of Passing Out Parade to the headlines he created by capturing Point 4875, a peak now immortalised in his memory as the Batra Top,” the statement said.
Commenting on the gesture, Vishal Batra said: “22 years ago, Vikram’s powerful voice rang out over a radio and inspired patriotism in Indians of all ages as he said ‘Yeh Dil Maange More’…I am both proud and grateful that Pepsi is taking the story of his selflessness and courage across the country.”
A PepsiCo India spokesperson said that ‘Yeh Dil Maange More’, a phrase that has always been synonymous with Pepsi, “took on a new meaning when Capt. Batra adopted the line as his rallying cry.”
“We are proud to honour the valour and selflessness of Capt. Batra and many other soldiers like him through the new limited-edition cans and a special heartfelt video.”
The launch coincided with Kargil Vijay Diwas (Kargil Victory Day), which is commemorated every 26 July in India, to observe India’s victory in the Kargil War.
The limited-edition will be available in select e-commerce channels in August, which marks the 74th year of India’s independence, the company added.