The company’s decision to promote KNK is part of a strategic plan to reach out to the brand’s target audience and to reflect the brand attributes of being lively and vibrant which are akin to the attributes of the movie.

ITC Limited - Foods Division, being in the forefront of product and marketing innovation will introduce the first ever limited edition commemorative pack featuring Abhishek Bachchan and Aishwarya Rai in all three flavours - Regular, Orange and Lemon. The pack will be retailed in over a million outlets across the country for a limited period. In addition to this, the Foods Division would be conducting a nation wide contest 'Mint-O Kuch Naa Kaho Unusually Cool Contest' using print, radio, television and Short Messaging Service (SMS) to promote the movie.

Mint-O, the flagship brand of ITC Foods in the Compressed Mint Market in India, was acquired in March 2002 from Candico India Limited. Since its acquisition, the brand has undergone a complete makeover in terms of packaging, positioning and path-breaking product recipe. With the introduction of Mint-O, the entire mint market in India has got energised and has grown by 25 per cent, with Mint-O capturing most of this growth, says a company release. Mint-O is currently available in over six lakh outlets across the country and priced at Rs five and Rs two.