Oomph girl Mallika Sherawat, recently seen wooing Akshaye Khanna in "Shaadi Se Phele", launched 'Curvy' - a new packaging of the 7UP beverage.

The launch of the lime brand of PepsiCo India was a dazzling affair, complete with a stylised fashion show celebrating the beauty of curves.

"It is a great honour for me to be 7UP's brand ambassador and unveil the brand new 7UP 'Curvy' bottle. I am positive that the new curvaceous look will be a rage with the youth," said Mallika at the launch Saturday evening.

"I am also certain the exciting new 7UP 'Curvy' will be much appreciated. I, personally, had a wonderful experience shooting for the commercial and I hope all 7UP fans love it," she added.

The new 'Curvy' bottle launch is especially designed to lure the youth. Keeping in tune with the buzz surrounding the launch is a new Mallika MMS campaign, supported by a contest. The 50 lucky winners will get to meet the actress.

Punita Lal, executive director marketing, Pepsi Foods Pvt Ltd, India, said: "We are pleased to present the new 7UP 'Curvy' bottle which spells style, aesthetics and differentiation. A unique, packaging solution with stylish contours, 7UP 'Curvy' is unlike anything we have seen so far in India. We are positive that the cool new 7UP 'Curvy' bottle will connect with the youth."

The new bottles feature FIDO DIDO's witty mantras reiterating the brand's "Andaaz sabse cool" message. The new PET packs will be available in 600 ml, priced at Rs.20, in key metros and select markets.