ITV

Category: Ad Campaigns

  • Step into festive glamour with Bata’s latest celebration collection

    Step into festive glamour with Bata’s latest celebration collection

    Mumbai: Announcing the second leg of their ‘Every Walk Is A Rampwalk’ campaign, Bata India has launched its latest celebration collection for the much-awaited festive season. The collection features premium, occasion wear footwear designs ranging from embellished heels & mojaris from Bata Red Label, sleek formals and casual loafers from Hush Puppies, open sandals from Bata Comfit to complement ethnic wear for the festivities, all with the promise of comfort. The collection hits the stores & Bata.com at the right time as people step out to shop & celebrate more crediting to the onset of festivities.

    The campaign film features popular social media influencers – adventurer Vishakha Fulsunge (@ridergirlvishakha), extreme athlete Aakash Malhotra (@wanderwithsky), digital creator Jahnavi Dasetty (@mahathalli) & actor Raghavendra Mahat (@mahatofficial). Each with their own unique personality and style, can be seen making a style statement at various festive occasions, turning each step into a runway moment.

    Speaking on the campaign, chief strategy and business development officer Badri Beriwal said, “Following the successful launch of our new City Casual Collection, we are back with a carefully crafted range of footwear to add on to the charm of the festive season and elevate the spirit of celebration for our customers. With two back-to-back collection launches, we are amplifying our efforts to provide our customers with a diverse range of global fashion and premium designs in footwear through our expansive retail network.”

    “This season, we have amplified our marketing investments, especially in TV and digital channels. We have strategically invested in the greatest cricketing event – ICC Men’s Cricket World Cup as an Associate Sponsor on Cricket Live to reach out to our valued customers. We are excited to be the partners in celebration for our cherished customers through our elevated & premium footwear styles.,” he added.

    Bata’s celebration collection arrives just in time to empower you with confidence and elevate your festive fashion. Whether it’s the spirited festivities of Navratri, the sparkling grandeur of Diwali, the elegance of weddings, the magic of Christmas or the fresh start of the New Year, this collection offers the perfect footwear for every celebratory moment. To explore the latest Celebration Collection, visit your nearest Bata store or check out Bata’s official website Bata.com/in.

  • Cadbury Celebrations’ #ThisAdIsMyStore to brighten Diwali for homepreneurs

    Cadbury Celebrations’ #ThisAdIsMyStore to brighten Diwali for homepreneurs

    Mumbai: Diwali is a time of celebration and festivities, of sharing joy and happiness with one another. It is this spirit of generosity that Cadbury Celebrations, India’s most loved chocolate gifting brand, is championing once again with its latest campaign, #ThisAdIsMyStore. The heartwarming pan-India campaign puts the spotlight on thousands of small business owners, gifting them the visibility they need to have a bumper Diwali.

    This year, Cadbury Celebrations’ latest campaign is built around channeling prosperity towards smaller home-based businesses selling varied seasonal Diwali items such as hand-painted diyas, kandli, homemade snacks, desserts, candles, jewelry, etc. While such businesses primarily cater to the festive season’s prosperous demand cycle, they often can’t optimally capitalize on it as they lack the resources and presence required to reach out to new prospects and get more business.

    With #ThisAdIsMyStore, this time Cadbury Celebrations is giving talented homepreneurs the platform to shine by turning every Cadbury ad across all formats – including billboards, digital outdoors, mobile outdoors, online, print, and TV – into a shoutout for their business aka ghar ki dukaan. Each ad features a unique QR code that redirects users to their local homepreneur’s WhatsApp for Business chat, where they can discover and shop for homemade items.

    The Cadbury Celebrations campaign is complemented by a moving and uplifting TVC that showcases what such an intervention means to small local business owners. It opens with a shot outside a house in a brightly lit colony, where Beena, a woman who owns a homemade diya business is busy packing her customers’ orders. A group of youngsters then visit her home and cajole her into coming with them, even as she frets about fulfilling orders for the entire colony. The group then shows Beena her own #ThisAdIsMyStore billboard, informing her that she won’t be fulfilling orders just for their colony but the entire city before wishing her a Happy Diwali with a Cadbury Celebrations pack. An emotional Beena hugs the group before the ad cuts to more #ThisAdIsMyStore billboards showcasing women entrepreneurs who sell seasonal items out of their homes.

    Speaking on the campaign, Mondelēz India VP marketing Nitin Saini said, “One of the biggest pulls about Diwali is the ever-present sense of generosity and a sense of share and care between communities during the festive season. With the #ThisAdIsMyStore campaign, we are tapping into this festive spirit by shining the spotlight on one of the least visible sections of the Indian business ecosystem: the seasonal sellers. These businesses are typically operated from home by women for a short duration and don’t have the presence or the resources to expand beyond their immediate localities. We wanted to change this dynamic by giving them the platform to reach out to customers all over their city and benefit from the demand cycle. Everyone deserves more happiness, more prosperity, more joy in their lives and, this Diwali, we are glad to be the enablers of prosperity for the small business owners who have signed up for the campaign.”

    Ogilvy India chief creative officer Sukesh Nayak added, “Diwali is the time for all businesses to thrive. But unfortunately, there are a few businesses that don’t fully benefit from the festive demand. Women Homepreneurs despite having the best talent and offerings manage to do business near their homes only. Their reach stays limited to their immediate neighbourhood.

    Extending our brand’s platform of generosity, we decided to shine light on these talented women homepreneurs with #ThisAdIsMyStore. We decided to make every celebrations ad, their ad. We personalised and hyper-localized every Cadbury Ad to showcase these home businesses across their city and increased the reach for ‘Ghar ki Dukaans’ by helping them travel beyond their current social circle and neighbourhood.

    We conceived and developed a tech-enabled digital platform for these home businesses to register and get their ads in our Celebrations Ads across the city. To ensure a simple and seamless buyer experience, we made each #ThisAdIsMyStore a shop front to scan and buy directly from these home businesses. So, this Diwali Ghar ki Dukaan se bhi kuch Achcha ho jaaye, kuch meetha ho jaaye.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee said “This year, we intend to make Diwali even more special for every Homepreneur. As a team, we encountered two significant challenges: developing an intuitive and user-friendly technology and ensuring deep and seamless integration across various platforms and media touchpoints. To truly make an impact, we focused on enabling three key segments to easily access this technology: Homepreneurs, their close connections, and festive shoppers. It is crucial for festive shoppers to perceive this as a valuable alternative for their holiday shopping needs. With this campaign we are gratified to be enablers of prosperity for these hardworking individuals and look forward to seeing their businesses thrive”

    This campaign was executed with the help of tech partner Delta X and production partner EarthSky Pictures.

  • Mastercard releases World Cup anthem for 2011 triumph memories

    Mastercard releases World Cup anthem for 2011 triumph memories

    Mumbai: As the Indian cricket team continues its winning streak in the ongoing ICC Men’s Cricket World Cup 2023, Mastercard has released a special anthem to enable millions of cricket fans across the country to relive the 2011 triumph.

    The anthem features World Cup-winning captain and Mastercard’s brand ambassador, Mahendra Singh Dhoni recalling the moments leading to the historic win 12 years ago at Mumbai’s Wankhede Stadium. It shows scores of fans cheering for the Men in Blue as the team chased down Sri Lankan team’s 275-run target to lift the coveted trophy.  

    Powered by Mastercard’s iconic Sonic brand tune, the anthem has been designed on the theme of ‘Har fan hai priceless’ (every fan is priceless). It includes the former Indian skipper emphasizing that every cheer by cricket fans goes a long way in lifting the spirits of players. It further shows Dhoni remembering the moment when all Indian fans in the stadium began chanting ‘Vande Mataram’.

    “This anthem is a tribute by Mastercard to millions of India’s cricket fans who breathe life into the game. As ICC’s global partner for this year’s World Cup and a brand which has a strong connection with Indian cricket, Mastercard is committed to providing memorable opportunities and experiences to fans. The undying spirit and depth of emotions exhibited by fans in every match that India plays is simply priceless,” said Mastercard EVP and head of marketing and communications, Asia Pacific Julie Nestor.

  • Whoppl bets big on hyperlocal strategy

    Whoppl bets big on hyperlocal strategy

    Mumbai: Whoppl is yet again making waves by leading with a distinctive, creative agnostic approach coupled with artificial intelligence in its latest collaboration with India’s leading electronics brand, Croma for their #ElectroOnam campaign.

    With a strategic focus on pushing boundaries of content innovation, Whoppl harnessed the potential of AI to identify impactful influencers in the geography to ensure the right target audience is tapped. This dynamic combination of a creative-agnostic strategy and AI-driven influencer identification proved to be the driving force behind achieving an incremental growth for the campaign. Leading with a content-first approach, Whoppl’s recent collaboration with Croma for the ongoing festive season is a prime example of hyperlocalistion.

    Whoppl’s strategy for the ‘phygital’ festive campaign in Kerala seamlessly integrated local influencers through geo-marketing, empowering them to authentically amplify Croma’s #ElectroOnam sale. While brand awareness was one of the objectives of the campaign, ensuring measurable outcomes that directly tapped into sales was the campaign’s primary goal. Hence, influencers were strategically approached where some focused on creating content that lay emphasis on boosting brand awareness through content, while others delivered value by sharing unique coupon codes, allowing users direct access to store discounts.

    Reflecting on the success of the campaign, Whoppl CEO & founder Ramya Ramachandran said, “At Whoppl, we are dedicated to creating campaigns that deliver measurable success. Strategically aligned with the festive season, we crafted Croma’s #ElectroOnam campaign that is a testament to how hyperlocal marketing and strategic creator collaborations accelerate and optimize brand’s growth to new heights. We always holistically approach a brief with an end goal of achieving tangible results, ensuring content leads to commerce. Our partnership with Croma is a long standing one and their trust and confidence in Whoppl has resulted in a highly productive synergy.”

    With a deep understanding of the latest trends and technologies, Whoppl is always looking for strategies that help their clients stand out in a competitive marketplace. Leveraging the power of social media creators and artificial intelligence, Whoppl is a content-to-commerce company that designs campaigns to align with brand’s KPIs and deliver measurable results.

  • SBI General Insurance launches a new brand campaign across TV and digital

    SBI General Insurance launches a new brand campaign across TV and digital

    Mumbai:  SBI General Insurance, a leading general insurance company has unveiled a series of three brand films reiterating their core values of “Suraksha” (safety) aur “Bharosa” (trust) Dono.  The film aims to boost awareness about insurance by portraying relatable real-life situations. By doing so, the brand seeks to establish a deeper and more meaningful connection with its audience, making the concept of insurance more accessible and relatable to people’s everyday lives.

    The brand film features a series of scenarios spanning various non-life insurance product categories i.e., Motor, Health, and SME.

    Through an interesting and engaging storytelling format, the films highlight the importance of being prepared for any unforeseen situations that could arise at any point of time in life. The brand film adopts a real-life, humorous tone to highlight these vital insights. E.g. the first Health film depicts a simple carefree picnic day with your family which could suddenly take a U-turn and escalate into an emergency with something as small as choking on a moong phali (peanut), while the second Motor film showcases that another person’s mistake can cause an accident with financial ramifications and the third SME film showcases how having an insurance could give an individual a peace of mind even when one is faced with unexpected obstacles

    The objective of the film is to create awareness about SBI General’s diverse product range, catering to various age groups and market segments. This approach helps the audience relate to the scenarios and understand the importance of being adequately insured in different aspects of life.

    SBI General Insurance head of marketing and CSR Rathin Lahiri said, “Insurance is a complex category with low consumer penetration. Our brand communication aims to own the category benefits of protection and trust which are the key benefits that the consumer is seeking from leading brands in this category. The insight behind the film is that unexpected situations can arise at any moment, and being prepared with the right insurance plan from a trusted brand can help you live your life with confidence. SBI General Insurance provides you ‘Suraksha aur Bharosa’ which lets you lead your life with confidence.”

    The series of three ad films focuses on educating the audience on the benefits of being insured, and the confidence that it gives the consumer and highlights the hassle-free claims process.

    The campaign will be integrated across platforms, including digital media, television, and social media channels.

  • The One Club announces first-ever jury presidents for The One Show 2024

    The One Club announces first-ever jury presidents for The One Show 2024

    Mumbai: The One Club for Creativity has announced the first group of top global creative leaders who will serve as jury presidents for The One Show 2024.

    This represents the first time in its 51-year history that The One Show will have jury presidents. These top creatives from around the world will lead judging for each discipline, and have a vote on the work.

    Confirmed One Show 2024 jury presidents, by discipline, are as follows:

    1.    Brand-side/in-house: The Coca-Cola Company, Atlanta – Global VP, design – Rapha Abreu
    2.    Branded Entertainment: Gale, Los Angeles – ECD, Brand – Geoff Edwards
    3.    Creative Effectiveness: GUT, Miami – Global Chief Growth Officer, Partner – Carmen Rodriguez
    4.    Creative Use of Data, Creative Use of Technology: VMLY&R, Atlanta – Chief Experience Design Officer – Kaleeta McDale
    5.    Cultural Driver: Starbucks, Seattle – VP, Creative – Jayanta Jenkins
    6.    Direct Marketing: DDB Worldwide, New York – Global CCO – Ari Weiss
    7.    Experiential & Immersive, Integrated: FCB Global, New York – Global Creative Partner – Danilo Boer
    8.    Film & Video: Translation, Culver City – CCO – Jason Campbell
    9.    Fusion Pencil: Ogilvy, São Paulo – CCO, Latam – Keka Morelle
    10.    Gaming: Riot Games, Los Angeles – Global Head of Marketing – Francine Li
    11.    Green Pencil: Garnier, Publicis Conseil, Paris – Worldwide ECD – Mikki Brunner
    12.    Health & Wellness, Pharma: HAVAS Health & You, São Paulo – CCO – Laura Florence
    13.    IP & Product Design: IDEO, Cambridge – ECD, Consumer Products & Retail – Heather Bosch
    14.    Moving Image Craft & Production: Film Director, Amsterdam – Nina Aaldering
    15.    Music & Sound Craft: Yessian Music and Sound Design, New York – Partner, CCO – Brian Yessian
    16.    Out of Home, Print & Promotional: DAVID, Madrid – Global CCO, Partner – Pancho Cassis
    17.    Public Relations: Edelman, London – CCO – Emma De La Fosse
    18.    Social Media: R/GA US, New York – CCO – Shannon (Haynes) Washington
    19.    Sustainable Development Goals Pencil: Deloitte, Sydney – Global Lead Partner, marketing & commerce – Nick Garrett

    The One Show 2024 Jury Presidents for Design, Interactive, Online & Mobile/Interactive & Mobile Craft, and Radio & Audio disciplines will be announced shortly.

    In addition, members of The One Club Board of Directors will for the first time be present during judging, serving as non-voting facilitators in jury discussions.

    “The One Show’s reputation is built on the integrity of its juries and judging process,” said The One Club CEO Kevin Swanepoel. “This year’s introduction of Jury Presidents, all the most senior-level global creative leaders, will help further this legacy of the fairest and most positive judging process.”

    Entries to The One Show 2024 can be submitted now, with fees increasing after each deadline period. Super-early entry deadline for the greatest savings is 3 November 2023. Early entry deadline is December 15, 2023, with the regular deadline 26 January 2024. The extended deadline is February 16, 2024, and final deadline 1 March 2024.

    The One Show 2024 juries will be announced in December, with early judging starting in January 2024. Finalists will be announced in April 2024, and Gold, Silver and Bronze Pencil and Merit winners will be unveiled during Creative Week in New York, 13-17 May 2024.

    Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC awards, Art Directors Club of Europe (ADCE) Awards, and One Asia Creative Awards. Winners are ranked globally, regionally and by country.

    The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE), ONE Asia Awards, Type Directors Club and competition, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Screen Short Film Festival, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programming under the organization’s four pillars: Education, Inclusion & Diversity, Gender Equality, and Creative Development. 

  • L&K Saatchi & Saatchi’s Reliance Digital campaign salutes Pujo artisans

    L&K Saatchi & Saatchi’s Reliance Digital campaign salutes Pujo artisans

    Mumbai: Celebrating the dedication and hard work of India’s artisans and craftsmen, L&K Saatchi & Saatchi’s latest digital film for Reliance Digital, ‘Ichchepuroner Sharodeeya’, captures the true essence of Durga Pujo- a time of togetherness, resilience, and boundless joy.  

    The film explores the emotions that bind people to their traditions and the lengths to which they can go to keep these traditions alive. It reminds the viewers that the joy of celebration,  just like Pujo, is for everyone. Through this campaign, L&K Saatchi & Saatchi and Reliance Digital salute India’s artisans – the unsung heroes of Pujo festivities.  

    L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani said, “It’s that time of year when marketeers and ad agencies scratch their heads to come up with a unique piece of communication for Durga Pujo. For Reliance Digital, it was a first time as well! And while the celebrations will continue, we took a slightly introspective angle to our film. Shot in multiple locations across Kolkata by Pritha Chakraborty (Director of Mukherjee Dar Bou), the film pays tribute to pandal makers. The unsung heroes who make every Pujo memorable but fail to get  any recognition.”

    Reliance Digital head marketing Manoj Jain added, “With this brand film, Reliance Digital is shining a spotlight on the artists who fade away into oblivion, once their creation comes to life. Using technology as an enabler, we want them to experience the euphoria they bring into the auspicious occasion of Durga Pujo. We are also proud to introduce a first-of-its-kind  ‘Best Pandal Curator’ category at the Times Sharad Shrestha Awards, which will honor the  best artists in the field, giving them the much-needed recognition.”  

    The film is about the protagonist Kanai and his journey from overseeing the construction of a  pandal to witnessing it come to life via a video call, made on the phone gifted by the young boys from the pandal authority. It emphasizes that where there is a wish, there is a way.

  • Intel collabs with Dentsu Gaming & StreamO for their latest campaign

    Intel collabs with Dentsu Gaming & StreamO for their latest campaign

    Mumbai: Intel in association with Dentsu Gaming & StreamO – India’s first live-stream sponsorship bazaar where brands meet live-streamers to reach Gen Z, collaborated for the biggest gaming festival of the year – ‘Intel Gamer Days 2023’. Titled ‘Intel Gamer Days X Dentsu Gaming X StreamO’, the campaign aimed to target the Gen Z audience, who are engaged with the gaming community across 29 countries around the world. It effortlessly focused on reaching out to millions of gaming enthusiasts while also unlocking the potential of Gen Z gaming communities.

    The brand, in association with Dentsu Gaming – a solution from dentsu India that captures the gaming’s explosive audience growth, and StreamO, aspired to address the challenges of targeting Gen Z gamers who typically dislike traditional advertising and frequently use ad-blockers while also dealing with issues faced due to continuous live-streaming.

    The ‘Intel Gamer Days X Dentsu Gaming X StreamO’ campaign was a huge success. It demonstrated the gaming community’s extraordinary power as well as the enormous potential of the Indian gaming business. The campaign exemplifies the power of the correct channels, understanding, and marketing strategy.

    It garnered over four million YouTube live views and over 35 million overall impressions, over 30 million YouTube impressions, and over 2.3 million Instagram impressions. The campaign featured leading OEMs including ASUS, Acer, Dell Technologies, HP, Lenovo India, MSI, GIGABYTE, and ASRock Inc. along with over 300 gamer influencers, six vernacular languages, and eight top games. The content was offered through known platforms such as Instagram Reels, Instagram Collaboration Posts, and YouTube Shorts, to efficiently reach out to Gen Z gamers.

    Speaking on the campaign, dentsu CEO media, South Asia and Dentsu Gaming lead Anita Kotwani said, “Each game live-stream is typically 3 to 5 hours long with no natural breaks or half-time. So, an interruptive pre-roll or mid-roll during the crucial game-play in a stream can be an irritating and frustrating experience for GenZers who hate traditional forms of advertising and also apply ad-blockers to not watch ads.

    Stream O solved this problem with their scalable tech that works across multiple platforms like YouTube Live and Twitch and all popular games live-streams, so GenZers react, interact, and engage with the Intel Gamers Day in a way like never before.”

    Intel India marketing director, sales, marketing & communications group Apurva Jani added, “With Intel Gamer Days, we have created an impact on the gaming community year-on-year. India’s gaming market is booming, and we at Intel are glad to be part of this growth. For the 2023 edition of Intel Gamer Days, we brought together 4000 gaming enthusiasts and more than 42 gaming influencers for celebrating gaming on the latest and greatest Intel powered devices.”

    StreamO founder and CEO Tushaar Garg commented, “We are thrilled to be supporting Dentsu Gaming and Intel with the Intel Gamer Days for a third year in a row. This partnership illustrates conviction in StreamO’s gaming-marketing product to attract, retain, and nurture high-caliber partnerships.”

    It is pertinent to note here that the gaming industry primarily targets Gen Z audiences – individuals aged 18 to 24 and is expected to reach a stunning $5 billion in India by 2025, making it a thriving arena for brands to engage with the younger generation.

  • Coca-Cola sparkles with ‘Coke-er Shaathe Roj, Pujo’r Mahabhoj’ for Durga Puja

    Coca-Cola sparkles with ‘Coke-er Shaathe Roj, Pujo’r Mahabhoj’ for Durga Puja

    Mumbai: As India gears up for the vibrant and spirited festivities of Durga Puja, Coca-Cola in India is thrilled to announce its new festive campaign, “Coke-er Shaathe Roj, Pujo’r Mahabhoj”. The campaign is dedicated to celebrating the grandeur of Pujo, with a special focus on the joy of shared meals and festivities over a delicious Coke. The campaign’s name, “Coke-er Shaathe Roj, Pujo’r Mahabhoj”, translates to ‘Pujo’s grand food/festivities along with a Coke,’ encapsulating the essence of the campaign.

    The film is built on a diverse backdrop of five days of Durga Puja celebrations, where the cities gorge on lights, love, and delicacies and unlock new friendships.  To convey this idea with creativity and artistry, Coca-Cola launched an interesting, animated film titled ‘THALA HOPPING’. The story unfolds on the surface of a table where an illustrated character comes to life as a chilled Coke is placed along with the sumptuous delights. The film charts the character’s journey of pandal hopping across the length of the table, offering a glimpse into a montage of special moments that will be created during the festival.

    The campaign actively embraces and promotes art, music, and food, establishing a significant presence of Coke in cultural and culinary domains. Kolkata is already witnessing the colourful illustrations of Coke and food adorning its streets.

    Commenting on the exciting new campaign, Arnab Roy, Vice President, Marketing Coca‑Cola India and South-West Asia, “Coca-Cola has always endeavoured to become a part of India’s cultural fabric. Our Durga Puja campaign is a passionate attempt to blend into the rich canvas of the ethnic traditions of Bengal. The heartening reception of our film has left us humbled and more committed than ever to continue celebrating and becoming an integral part of such diverse and vibrant cultural experiences.”

    “Pujo is so much more than kaash phool, kolakuli and a customary Durga Puja jingle. It is a melting pot of flavours, characters and quirks. We didn’t just want to make a piece of communication that celebrates the generally accepted cliches of Pujo. For us, the real magic of Pujo lies in the minute brush strokes, the intricate moments of love and camaraderie. This film offers an unconventional perspective to Durga Puja celebrations. Seen yet unseen.”, remarked Sujoy Roy, Executive Creative Director, Ogilvy.

    This 360-degree campaign will be aired on social & other mediums, while the visuals have been integrated on-ground, for in-store experiences, out-of-home advertising, and print ads for comprehensive brand visibility.

  • Adani Wilmar’s Fortune launches its master brand TVC

    Adani Wilmar’s Fortune launches its master brand TVC

    Mumbai:  Fortune Edible Oil brand, has released their new master 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. Fortune with its new campaign, conceptualized and created by Ogilvy, celebrates this love as it releases its new campaign that is paired with its new sonic branding.

    Sanjay Adesara, Marketing Head of Fortune Oils, commented on the launch of the campaign- “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. We at Fortune have always championed home-cooked food and wanted to celebrate this relationship people have with home-cooked food as it enables the formation of new bonds, strengthens old ones, and helps the maker express their love, care and affection for others.”

    Ogilvy South president & head of office Tithi Ghosh commented – “The Fortune brand, which built its equity through cooking oils, now spans a wide range of kitchen staples like Atta, Rice, Besan, Dals. The stature of the brand is derived from not just oils but this range. 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. This 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, and care that adds a special flavour and taste to the dishes which ultimately distinguishes one cook from the other.”

    Extending this message and emphasizing into the entire portfolio of Fortune’s products, Fortune also launched its new campaign for its Kachi Ghani Mustard Oil (KGMO).

    Fortune KGMO’s new campaign showcases the connection of mustard oil with Indians, their cultures and traditions and emphasizes 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 renowned folk singer, to create music that resonates with the people.

    Sanjay Adesara, commenting on the KGMO campaign said, “Mustard oil has gained prominence in recent years due to its health benefits and cultural relevance in Indian cuisine. Fortune KGMO leverages this 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.”

    “Fortune Kachi Ghani Pure Mustard oil is one of the most popular and loved traditional oil brands being used in households in North India. Fortune Mustard oil is not merely a cooking oil, it is the bearer of culture and tradition. With myriad rituals and dishes woven around it, the brand also ties together different places on the map.” Tithi Ghosh added. “With many local brands trying to stake a claim in households in North India, our task was to remind our audience about the legacy of the Fortune brand and its widespread popularity. The brand is a cultural symbol, one that transcends food. We have brought this to life through the jingle, the colour and richness of rituals and cooking. The ad is an ode to both the brand and the unique cultural fabric of North India.”