ITC Ltd-Foods Division has announced the expansion of the Mint-O Fresh portfolio with the launch of Mint-O Fresh Cool Green. The brand has also roped in actress Rakhi Sawant to highlight the brand and product salience. The TVC has been created by FCB Ulka, Bangalore. Indu Malini, Creative Director, FCB Ulka, has worked on the film, while Pushpendra Mishra from Flying Saucer has produced the film.
Ravi Naware, Divisional Chief Executive, ITC Ltd-Foods Division, said, “The new variant of Mint-O Fresh hallmarks ITC Foods’ innovative and 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.”
On the thought process, Malini explained, “The basic brand thought of Mint-O Fresh is of rustic magnetism. Usually, our hero is not a typical good looking one. He is the kind of a guy who you think wouldn’t win the pretty girl. So that’s been the personality and that’s been the theme of Mint-O Fresh for the last three years. This year, we are launching a new variant of Mint-O Fresh -- Cool green. While the basic story remains the same, we wanted to give the brand some more salience that comes fresh with the brand.”
On the idea of roping Sawant, Malini said, “We thought Rakhi Sawant is someone who is making waves in the media and has the right faith in terms of what she is and the way she acts. So we thought she suits best for the ad for the new variant. In fact, she makes news and we wanted to make news with her, with our new product. So, the two of them were a perfect match.”
The communication of Mint-O Fresh has been about of ‘breathing freshness’, thus enabling the protagonist to win over his girl. The tagline ‘Jab Laila ko karna tha impress to Majnu ne khaya Mint-O Fresh’ has stood the test of times and is still widely known and remembered. This communication has worked well for the brand and has enabled it to gain shares in a short period of time in the face of intense competition.
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.