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.