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Beats with fizz!
A soft drinks company that once-upon-a-time promoted its product with the tagline Yeh dil maange more has filed a case against filmmaker Anant Mahadevan for using a shorter version of the phrase as the title of his just-released film. This stops the production house and the director from licensing the international release and cable, Internet and video rights of the movie. "It's funny that the cola giant did something like this at this stage, because we have been extremely aggressive in our marketing strategy. We launched Dil Maange More in January 2003 at the IIFA in Singapore. The event was well publicised - Shahid was starring in it, Soha was making her Hindi debut in it, etc. We also approached the soft drinks company for in-film advertising as we felt that it could be mutually beneficial. But by then they had started using another tagline. If they had a problem with the title, they had enough time to inform us. Dil Maange More has received a good initial, and they are probably trying to piggy back on it. Anyway, the matter's in court." Well, let's hope the flick doesn't lose the fizz Anant has started out with!
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