"March on the Drina" symbolized the desire of Serbs in the Kingdom of Serbia to unite with those living in Bosnia. The song experienced widespread popularity during and after World War I. It was seen as a symbol of Serbian resistance to the Central Powers and became one of the most famous Serbian nationalist songs, as described by author Eric D. Gordy. The song was popular in Socialist Yugoslavia during the Josip Broz Tito era after World War II. It was released as a single and other formats on the Zagreb-based Yugoton label in Croatia. The recording by Ansambl Urosevic was awarded a Zlatna Ploca or Gold Record for their single release on Jugoton. The Communist film studio Avala also released a film in 1964 based on the march which featured the tune. Moreover, at the height of the Yugoslav Communist or Josip Broz Tito era, a journalist published Serbian lyrics to the song in 1964. It was played at the presentation ceremony for the Nobel Prize in Literature when Serbian writer Ivo Andrić was named a Nobel laureate in 1961. Serbian lyrics to the song were written in 1964 in Socialist Yugoslavia by poet and journalist Miloje Popović to commemorate the 50th anniversary of the Battle of Cer. A Yugoslavian war film based on the events of World War I, also titled "March on the Drina", was released the same year. The Socialist Party of Serbia used the song as the soundtrack for an important promotional spot on Serbian television prior to the 1992 Serbian general elections. That year, the song was chosen to be the national anthem of Serbia. The Serbian National Assembly later bypassed the decision, deeming the song too provocative and adopted the royalist anthem "Bože pravde" instead. In 2013, the song was at the centre of a controversy after it was performed by a Serbian choir entertaining the United Nations General Assembly. Vuk Jeremić, the President of the United Nations General Assembly, Ban Ki-moon, the Secretary-General of the United Nations, and other United Nations officials gave the song a standing ovation. Bosniak organizations responded to the performance by demanding that Jeremić be removed from his position as President of the United Nations General Assembly. Jeremić stated that "we [Serbs] are very proud of it [the song] and wanted to share it with the world". He went on to say that "regrettable attempts at twisting the meaning of our musical gift offered to the world last Monday are deeply offensive to the Serbian people".