MAM
ITC’s Mint-O unveils new TV ad campaign for variant
MUMBAI: Unusually Cool! Mint-O, the flagship brand of the confectionery division of ITC Foods, will be communicating this statement of attitude through its new television campaign for its latest product variant Mint-O-Lemon. The creative team of its ad agency has come up with the idea of “feel-good vapour” which accompanies a person who consumes Mint-O.
A press release states that Mint-O-Lemon will sport an attractive mnemonic and colour combination, which is distinctively vibrant and contemporary. The green, yellow and white motif on the packaging communicates the product benefits of Lemon mint flavour.
The release also quoted ITC Foods CEO Ravi Naware as saying: “The recent introduction is in line with our marketing strategy of adding excitement and contributing to the growth of the category. Minto, has always differentiated itself by bringing out new and innovative product variants. Today, Minto is the only brand in the compressed mint market to have three exciting flavours – Regular (Mint), Orange and Lemon”.
The release adds that Mint-O – Lemon, is priced at Rs 5 and Rs 2 per roll respectively and available in over 6,00,000 outlets across the country. 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.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
