Top Story

Home >> Advertising >> Article

Rakhi Sawant woos ‘Majnu’ in new TVC for Mint-O Fresh Cool Green

23-July-2007
Font Size   16
Rakhi Sawant woos ‘Majnu’ in new TVC for Mint-O Fresh Cool Green

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.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity