Adani Wilmar’s Fortune launches TVC and Kachi Ghani mustard oil TVC campaign
Fortune has launched its brand campaign celebrating the cherished bond between Indians and home-cooked food. Despite the noticeable increase in dining out and food delivery in the recent times, the allure of home-cooked meals, steeped in tradition and prepared with love, remains ever strong in the hearts of every Indian.
“Home-cooked food holds a special place in the heart of every Indian. With rising health consciousness, a reconnection to our roots, and the desire to explore and experiment with various cuisines, more and more Indians are turning to home-cooked food,” Sanjay Adesara, marketing head, Fortune Oils, said.
“Our task is to continue to build this stature and scale for Fortune. Fortune over the last decade has consistently spoken about the ‘value’ of home cooked food. The value extends beyond the health, wholesome taste aspect, to intangible values of love and nurturance. The platform is universal and timeless, only needing a gentle refresh in terms of the depiction of our audiences whose lifestyles and identities are evolving. The brand wants to be seen as more inclusive as it reminds its diverse users – men and women, young and old who are using multiple Fortune products, of the emotion behind home cooked food. While being made from the same ingredients, it’s the love, care that adds a special flavor and taste to the dishes which ultimately distinguishes one cook from the other,” Tithi Ghosh, president and head of office, Ogilvy South.
Fortune also launched its campaign for its Kachi Ghani Mustard Oil (KGMO). Fortune KGMO’s campaign showcases the connection of mustard oil with Indians, their cultures and traditions and emphasises on the importance of purity in doing so. The connection to its audience is further strengthened by infusing regional flavours and culture along with music, which is a part of Indian traditions, by collaborating with Malini Awasthi, UP’s folk singer, to create music that resonates with the people.
“Mustard oil has gained prominence in years due to its health benefits and cultural relevance in Indian cuisine. Fortune KGMO leverages the shift to mustard oil by showcasing how it connects with the traditions and cultures of Indians. We discovered that unlike other oils in India, mustard oil is not just another cooking oil, but a connection to the traditions and cultures of Indians. Our TVC illustrates the same, as we showcase the different moments in our life where mustard oil plays a prominent role and how Fortune KGMO plays a pivotal role in enhancing these culinary, cultural and traditional experiences,” Sanjay Adesara, added.
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