The film fraternity has condemned the molestation of two women in Mumbai by a mob on New Year's Eve.

While actress and social activist Shabana Azmi feels that surety of punishment for offenders can be an effective deterrent, Bipasha Basu says it is a "collective responsibility to keep the city clean and common people should try to help in such a situation".

Shabana Azmi: Take Back The Night was a slogan coined by a women's movement to demand basic security for women. Every rule of civilised society demands that security should be provided to women. We used to pride ourselves on Mumbai being a safe city. Surety of punishment for offenders is a more effective deterrent than the severity of punishment.

Sushmita Sen: It's a repulsive incident. I feel very violated and upset when human beings relinquish their human qualities and behave like beasts. It's not a question of Mumbai alone. It's not a geographical issue. Disgraceful people like these molesters make the world an unsafe place. I pray these offenders are caught and punished severely. My heart goes out to both couples.

Priyanka Chopra to do a film on female bonding?

After being part of a number of commercial flicks – the so-called masala genre, Priyanka Chopra decided to work with Madhur Bhandarkar, a man known for his different kind of cinema, in his forthcoming film called Fashion. Now according to our sources, she has been approached for a women oriented film

The film of whose script is complete will be directed by Superstar director Rohit Jugraj. Says the director, “It is a female bonding film but will not be hard-hitting like Daman and other such similar films. It is a modern tale of two women and is based on their friendship.”

First Mallika Sherawat, then Ash and now Priyanka. Animated versions of these actresses are now regularly featuring in advertisements.

Every time a company is looking to create a brand value for a product, stars synonymous with the virtues that the brand is representative of, are roped in to create an impact on the audiences. While this is an age-old formula and its success rate is unquestionable, ad gurus are now taking things to a different level together. The best of Bollywood babes are signed up for promotions and what follows are animated advertisements featuring the actresses.

ITC Limited – Foods Division today announced the expansion of the Mint-O Fresh portfolio with the launch of Mint-O Fresh Cool Green. The new variant Mint-O Fresh Cool Green will provide further thrust to the formidable presence that Mint-O Fresh has established in the adult mint category. The brand has also roped in the bold and confident Rakhi Sawant to highlight the brand and product salience.

Speaking on the occasion of the launch, Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd – Foods Division said "The new variant of Mint-O Fresh hallmarks ITC Foods' innovative & differentiated product strategy. ITC Ltd – Foods Division, being at the forefront of product development and innovation has introduced the new variant of Mint-O Fresh after months of product and consumer research. The new product will be supported by a multi-media communication campaign including a new television commercial featuring Rakhi Sawant. The initial campaign will be further supplemented by on-ground promotions distinctly communicating the product attributes and brand essence."

The communication of Mint-O Fresh has been about breath freshness enabling the protagonist to win over his girl. The tagline "Jab Laila ko karna tha impress to Majnu ne khayi Mint-O Fresh" has stood the test of times and is still widely known and remembered.

Speaking on the new campaign, Ishita Tandon, Brand Manager - Confectionery, ITC Ltd-Foods Division said “Signing on Rakhi will help us get this cut through and improve brand salience. Also, Rakhi is bold, confident and frank and Mint-O Fresh has similar brand values. Thus there is a good fit with Mint-O fresh. Moreover, the brand statement has been breath freshness and the communication has been about the protagonist trying to impress his girl. What better than impressing Rakhi Sawant."

I’m in love with Bipasha: Sienna
Asish Samanta
Friday, July 20, 2007 23:59 IST

After Hours spends an exclusive evening with the British actor in Mumbai…

Sienna is a beauty with brains and with a cause! She recently attended a dinner party hosted by the British Deputy High Commissioner Vicki Treadell at the latter’s residence. Here, Sienna, who is representing IIFA and ‘Global Cool’, charmed the guests with her down-to-earth attitude.

She looked her stunning self in a striped floor-length knit gown. Her cutting edge style sense was obvious in the way she had accessorised her outfit. She wore a set of Amrapali earrings and a bracelet that was gifted to her by Bipasha Basu.

“She also gave me a lovely necklace with all the Goddesses in it. I couldn’t wear it all together, else I’ll look like a Christmas tree,” she quipped.

“I will wear that tomorrow though,” added Sienna who couldn’t stop praising Bipasha. “She is an awesome woman. I have never met anyone who is so beautiful, strong-willed, intelligent and well-spoken,” said Sienna. Bipasha got a Cartier ‘love’ bracelet from Sienna in return for her gesture, “I am in love with Bipasha,” laughed Sienna.

The dinner was also attended by Mehr Jessia and her husband Arjun Rampal and Sienna obliged the shutterbugs present by posing for a photo op with the star couple. Sienna was wearing flat sandals she had earlier bought from Linking Road and joked, “I feel so short in front of you two,” and stood on tip-toe to pose for the pictures with a smirk on her face.

A source revealed that unlike earlier reports Sienna had a great time at Salman’s party and was now looking forward to her trip to Café Leopold’s on Saturday, which she has heard a lot about.