Tag: Adani Wilmar

  • Fortune’s brand campaign: Rediscovering the joy of Ghar Ka Khana

    Fortune’s brand campaign: Rediscovering the joy of Ghar Ka Khana

    Mumbai: Adani Wilmar, a leading Food and FMCG company, proudly unveiled its latest brand campaign for Fortune, its flagship edible oil brand. Titled ‘Ghar Ka Khana Ghar ka khana hota hai’, this 360-degree initiative celebrates the essence of home cooking, emphasizing the unmatched satisfaction and nourishment derived from meals prepared with love.

    Concept and Execution: Crafted by Ogilvy India and directed by the illustrious Piyush Pandey, the campaign’s narrative unfolds in a restaurant setting. As patrons peruse the menu, a simple mention of ‘bharwa baingan’ (stuffed brinjal) triggers a flood of memories for one diner, transporting him back to the warmth of his mother’s kitchen.

    The Multisensory Experience: Capturing the sights, sounds, and scents of home-cooked dishes, the protagonist vividly recalls the sensory journey of preparing a meal with Fortune Soya Health Oil and Fortune Kachi Ghani Mustard. His immersive recollection not only evokes nostalgia but also sparks a realization among onlookers: true satisfaction lies in the familiarity and wholesomeness of ‘ghar ka khana’.

    Adani Wilmar vice president of sales & marketing Mukesh Mishra shared his vision behind the campaign, stating, “We aim to inspire people to rediscover the pleasure of cooking and savouring homemade dishes, fostering stronger bonds with their loved ones. At Fortune, we believe that home cooking is more than just preparing a meal; it is an experience of the senses.”

    Ogilvy India chief advisor Piyush Pandey added “Fortune has consistently celebrated the joys of eating at home with its message – ‘Ghar ka khana, ghar ka khana hota hain’. We decided to take that thought to the next level by setting the narrative about home-cooked food in a restaurant… We anticipate that the phrase, ‘Ghar ka khana, ghar ka khana hota hain’ will catch on in a big way and stay in people’s minds for years to come.”

    Brand Commitment: Fortune’s dedication to promoting home cooking aligns with its mission to empower consumers to embrace healthier and more fulfilling lifestyles. By encouraging the appreciation of home-cooked meals, the brand seeks to foster a renewed appreciation for traditional culinary practices and family values.

    Broadcast Details: The ‘Ghar Ka Khana, Ghar ka khana hota hai’ TVC will air on leading television channels nationwide, inviting viewers to embark on a journey of rediscovery and reimagine the joys of cooking at home.

  • Union Budget 2024: Brands commend the government’s vision for inclusive growth

    Union Budget 2024: Brands commend the government’s vision for inclusive growth

    Mumbai: In a dynamic era of economic evolution, diverse brands are at the forefront of driving change, fostering empowerment, and shaping a sustainable future.

    As the Union Budget 2024 sets the stage for a transformative journey, these brands stand at the forefront, not merely as entities but as catalysts driving change across industries. From championing sustainability to fostering inclusivity, each brand becomes a brushstroke painting a portrait of a progressive and dynamic India.

    Here are the diverse outlooks shared by prominent chiefs of various brands

    Adani Wilmar  MD &  CEO Angshu Mallick

    We commend the vision and intent expressed by the government through the interim budget proposals to create a pathway for inclusive and sustainable growth for India. This will lead to India emerging as a developed economy by 2047. As an FMCG player, we support the vision that will empower different segments of society, making them partners in the growth journey. The government’s focus on development is evident encompassing various social groups and people at all levels.

    The widespread adoption of Nano-DAP across all farming regions is a commendable innovation, empowering farmers and aligning our practices with environmental harmony, reflecting a conscientious approach within the FMCG sector. Moreover, the launch of the ‘Atmanirbhar Oilseeds Abhiyaan’ marks a pivotal step towards achieving self-sufficiency in oilseed production, showcasing our commitment to advancing self-reliance and sustainable practices within the FMCG landscape. We have been investing in oilseed crushing facilities over the years. At present, Adani Wilmar possesses a crushing capacity of 1.20 million metric tons in Soya whereas in mustard seeds crushing, with existing and forthcoming facilities it’ll amount to 0.70 million metric tons.

    Overall, the Union Budget 2024 lays the foundation of inclusive growth that will lead to ‘Sabka Vishwas’. The next five years hold the promise of unprecedented development towards realizing the dream of a developed India @ 2047. The trinity of demography, democracy and diversity supported by ‘Sabka Prayas’ has the potential to fulfil the aspirations of every Indian.

    Cycle Pure Agarbathi managing director Arjun Ranga

    “We are elated to witness the government’s dedication to women’s empowerment. Our workforce, predominantly comprising women, stands as a testament to the impactful contributions they make to our success. This budget not only recognizes but reinforces the crucial role women play in the workforce.”

    Furthermore, Ranga expresses contentment with the government’s focus on MSMEs, noting their crucial role in the global market. He applauds the prioritization of training programs for MSMEs, enabling them to compete on a global scale. Optimistic about the future, he remarks, “The government’s commitment to enhancing the competitiveness of MSMEs through strategic training initiative sets the stage for a promising future. We foresee a brimming future for both women empowerment and the MSME sector.”

    He further commented, “We appreciate the government’s commitment to solar power generation, aligning with our organization’s sustainability focus. Additionally, the government’s initiative to expand existing airports and develop new ones this year will benefit businesses, facilitating smoother operations and exports.”

    Peps Industries managing director K. Madhavan

    It is admirable that the government is dedicated to helping Micro, Small, and Medium-Sized Enterprises (MSMEs). The competitiveness of the industry would be improved by providing MSMEs with training, pertinent technologies, and timely funding.

    It’s a necessity that the government is focusing on Digital Public Infrastructure that represents a significant stride forward, with the potential to revolutionize the economy. By formalizing the economy and investing in the e-vehicle ecosystem, we anticipate a more efficient transportation network, leading to a quicker turnover of goods. This strategic approach not only promises cost-effective transportation but also sets the stage for increased productivity and competitiveness within the industry. These steps strengthen our capacity to provide premium goods and services at reasonable costs.

    Godrej Tyson Foods Ltd (that owns Godrej Yummiez – a ready-to-cook frozen foods brand and Real Good Chicken) CEO Abhay Parnerkar

    The union budget emphasized an increased commitment to bolstering the food processing sector, in line with the overarching objective of bolstering support for farmers and post-harvest activities. This will entail enhancing infrastructure for contemporary storage, supply chains, and distribution, with infrastructure development being a primary focus. The budget places significant emphasis on improving transportation and logistics. The enhanced connectivity will empower food and frozen food companies to efficiently deliver products to the marketplace and pass on cost benefits to consumers.

    Virgio founder and CEO Amar Nagaram

    FM Sitharaman, in the interim budget announcement, encapsulated the remarkable growth witnessed by the nation in the last six years. Noteworthy initiatives such as green India initiatives, technological advancements, and startup-friendly budgets, including PM Mudra Yojana, which approved 43 crore loans totalling Rs 22.5 lakh crore for the entrepreneurial aspirations of the youth, have played a pivotal role in the country’s economic progress. Additionally, schemes like Fund of Funds, Startup India, and Start-Up Credit Guarantee have significantly contributed to the advancement of our youth.

    FM Sitharaman emphasised a golden era for tech-savvy youth, introducing a corpus of Rs 1 lakh crore with a fifty-year interest-free loan. This corpus aims to provide long-term financing or refinancing with extended tenors and low or negligible interest rates, fostering research and innovation in sunrise domains within the private sector. This move is particularly beneficial for D2C startups in India.

    The circular aspect of Virgio aligns with the broader vision outlined in the budget, striving to create an ecosystem where sustainability and innovation coexist. We eagerly anticipate contributing to this transformative journey by utilising technology and research to shape a fashion industry that not only upholds the highest standards of quality but also champions environmental responsibility. The proposed measures will undoubtedly inspire and empower fashion brands to further integrate circular practices and innovative technologies into their business models.

    Greendot Health Foods Pvt. Ltd. managing director Vikram Agarwal

    The Interim Budget 2024-25 presented by FM Nirmala Sitharaman has brought positive news for the FMCG and retail sectors in India. The threshold for presumptive taxation in retail businesses has been increased, the corporate tax rate dropped and new manufacturing companies enjoy a reduced rate. These measures create a favourable environment for the retail sector, supporting business growth and economic stability”.

    BN Group managing director and CEO Anubhav Agarwal

    “FM Sitharaman’s Interim Budget holds promise for the edible oil industry. The continued focus on ‘Atmanirbhar Oil Seeds Abhiyan’ with its emphasis on research, technology adoption, and market linkages is a welcome step towards self-sufficiency. This, coupled with the increased capital investment outlay, paints a promising picture for rural development and increased consumption, both of which directly impact our industry’s growth. However, the success hinges on the swift implementation of these initiatives. Streamlining access to high-yielding seeds, ensuring timely procurement at remunerative prices, and facilitating value addition, crop insurance are crucial for farmers to truly benefit. Additionally, sustaining the reduced import duties on key edible oils while strengthening domestic production can create a win-win situation for consumers and industry players.

    Overall, the budget lays a strong foundation towards self-reliance, but industry collaboration and swift execution will be key to translating vision into reality. We, in the edible oil industry, are optimistic and committed to contributing to a truly ‘Atmanirbhar’ edible oil ecosystem for India.”

    Eliea Wellness director & co-founder Sanjeev Ingti

    In the wake of our budget allocation, we strive for fiscal responsibility and strategic investment. This budget reflects our commitment to fostering growth, innovation, and societal well-being. By prioritizing key sectors, we aim to create a resilient economy that serves all citizens. Every Rupee spent is a step towards a brighter future, addressing pressing needs while laying the foundation for sustainable progress. We understand the responsibility entrusted upon us, and we pledge transparency and accountability in executing this budget. Together, we embark on a journey to build a stronger, more inclusive society, where the dividends of wise financial management benefit everyone. This budget is not just a financial plan; it’s a roadmap to prosperity, unity, and a better quality of life for our community. Let us move forward with optimism and determination, confident that our financial decisions today shape the destiny of tomorrow.

  • MudraMax elevates Deleise Ross to senior VP & business head

    MudraMax elevates Deleise Ross to senior VP & business head

    Mumbai: Leading integrated marketing media agency – MudraMax – has announced the promotion of Deleise Ross as the senior vice president and head of business. In her new role, she will be reporting to DDB Mudra Group president – integrated media Rammohan Sundaram and lead business operations for West as well as the South division.

    Her extensive experience and calm demeanour have led MudraMax through unprecedented growth. Deleise has been associated with MudraMax for over five years now and has played a significant role in the agency’s overall success. She has worked on a varied portfolio across categories including brands such as Adani Wilmar, Jazeera Airlines, PNB Housing Finance, Nuvama and Relaxo – Sparx.

    DDB Mudra Group president – integrated media Rammohan Sundaram said, “We are seeing tremendous growth in our media business and so structures become important which only helps teams to focus better and deliver better. It is also about leadership attention that teams require when in hockey stick growth phase. My belief has always been to groom available talent from within and we are excited to have Deleise take on larger responsibility.”

    Speaking on her elevation, Ross said, “I’m excited to start this new chapter, as it will help me broaden my understanding of newer markets and businesses. With the cross-category experience that I bring to the table, I look forward to making clearer and more strategic recommendations for the new set of businesses with the expanded team.”

  • Fortune unveils plans for Ram Mandir consecration celebrations in Ayodhya

    Fortune unveils plans for Ram Mandir consecration celebrations in Ayodhya

    Mumbai: As the holy city of Ayodhya gears up for the consecration of Ram Mandir on 22 January, Adani Wilmar, one of the largest food & FMCG companies in India, unveils its plans to join the celebrations on this historic occasion.

    The company, under its renowned brand Fortune, has curated a series of delightful activities that promise to add to the festive spirit. Adani Wilmar MD and CEO Anghsu Mallick stated, “The consecration of Ram Mandir in Ayodhya is a momentous occasion for every Indian. In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, we are proud to be a part of this celebration, as this historical event is akin to a festival that celebrates the essence of being Indian. Just as one in three households uses Fortune, our presence in this significant moment is a testament to our commitment to nurturing traditions and mirroring the spirit of India through our products. This celebration is like the joyous gatherings around a traditional home-cooked feast. It’s a time to come together, share stories, and revel in the rich tapestry of our cultural heritage, much like the values Fortune upholds on a daily basis.”

    In keeping with Fortune’s brand sentiment of ‘Ghar ka khana, ghar ka khana hota hai’, the focus is on celebrating the joys of some traditional home-cooked specialties. Towards this, the brand has crafted some impactful and memorable activations to engage visitors:

    . Jalebi sampling spree: Over seven days, Fortune plans to distribute over 25,000 delightful jalebis shaped in the form of the ‘Bloom’, which is the ‘Fortune logo’. This innovative activation is poised to create a buzz during the celebrations, serving as a sweet ode to Lord Rama, whose favoured dessert was Jalebi.

    . Fortune special pakoda platter: Fortune will introduce a unique pakoda platter, made exclusively with the brand’s products, at 10 snack shops across the city. This 15-day campaign promises to add a delightful twist to the beloved local snack.

    . Fortune mega-bhog: Fortune is set to organise a one-day event of bhog on a grand scale. This’mega-bhog’ will feature a delicious feast, prepared with the brand’s products, for over 5,000 people.

    Additionally, plans are afoot for impactful below-the-line (BTL) activities such as gate branding, hoardings, shopboards, and kiosks to capture the attention of the large congregation of devotees who will gather in Ayodhya.

    Simultaneously, the brand is also leveraging television with its sponsorship for the entire duration of the Shrimad Ramayana, which coincides with the celebrations at Ayodhya. The sponsorship will integrate Fortune Master Brand, Chakki Fresh Atta, Soyabean Oil, Mustard Oil, Soya Nuggets, Besan, Rice Bran Oil, and Kohinoor Basmati Rice. Television commercials for all these categories will be on air for this duration.

  • Fortune Chakki Fresh Atta’s latest TVC celebrates ‘Roti Ki Mehnat’

    Fortune Chakki Fresh Atta’s latest TVC celebrates ‘Roti Ki Mehnat’

    Mumbai: Adani Wilmar, one of the largest food and FMCG companies in India, has launched a new TV commercial (TVC) spotlighting the exceptional ease and convenience that Fortune Chakki Fresh Atta brings to the lives of families, thus reinforcing the brand’s message of ‘Roti Ki Mehnat’. It highlights the product’s outstanding qualities, featuring a perfectly ground chakki atta that absorbs more water and is easy to knead.

    Set to go on air today, the TVC narrative leverages the theme of the campaign – ‘Roti Ki Mehnat’– that comes to the fore in a heart-warming narrative, featuring a working woman who returns home after a demanding day. What unfolds next is a tale of harmonious synergy and bonding between a young working couple as the woman effortlessly crafts perfect rotis using the easy-to-knead Fortune Chakki Fresh Atta.

    The interaction that ensues when the man breaks a chunk of the roti to feed his wife not only showcases the qualities of Fortune Chakki Fresh Atta, but also depicts the harmonious bond that modern couples share, supporting each other’s aspirations and sharing responsibilities. The easy-to-knead nature of the brand’s Atta offering also plays a pivotal role in enabling the couple to prepare flawlessly soft rotis with ease, adding convenience and joy to their lives. The TVC campaign will be extended across digital platforms like YouTube, Instagram, and Facebook for maximum visibility.

    Speaking about the TVC, Adani Wilmar associate VP, marketing & sales Vineeth Viswambharan said, “Fortune Chakki Fresh Atta is one of the fastest-growing brands in the category. Consumers vouch for its consistently great quality, which makes it easy to knead and consistently deliver soft rotis. Over the years, we have come to better understand our consumers and their lives, as well as the role that Fortune plays in their lives. We seek to make their lives a little easier through a perfectly ground atta that is easy to knead and makes delicious soft rotis. This film is a labour of love, a tribute to the lives of those we serve. Of the trials and tribulations of earning our daily bread (Roti Ki Mehnat). Of the warmth & harmony of Indian homes today. Of the shared responsibility among couples to balance home and work. We hope it will touch you, the way it touched us.”

    Ogilvy South chief creative officer Puneet Kapoor said – “While contemplating the product proposition of a flour that effortlessly binds, we recognized the irony: easy to knead, yet hard-earned. This reflects the daily struggle of numerous Indian middle-class families, where couples toil tirelessly, whether in the workplace or as homemakers, just to put bread on the family table. This ad is an ode to such working-class heroes.”

    Ranked number two in the industry, Fortune Chakki Fresh Atta is available in packs of 500 gm, 1 kg, 2 kg, 5 kg, and 10 kg. The company runs a network of state-of-the-art wheat atta & flour facilities across the country, where it produces Atta, Rawa, Suji and Maida for fresh supply across geographies. Earlier this year, the company entered the whole-wheat category with the Fortune brand by launching four variants, viz., Sharbati, Poorna 1544, Lokwan and MP Grade 1. Fortune Chakki Fresh Atta promises 100 per cent Atta, 0 per cent Maida, the traditional Chakki process, high-quality wheat, the promise of soft roti, and ease of kneading. The launch of this new TVC marks another significant step for Adani Wilmar as it continues to grow its portfolio, which focuses on high-quality consumer goods products.

  • 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.”

  • Adani Wilmar buys Kohinoor brand

    Adani Wilmar buys Kohinoor brand

    Mumbai: Adani Wilmar Ltd announced the acquisition of several brands including Kohinoor brand – domestic (India region) from McCormick Switzerland GMBH for an undisclosed amount. The acquisition will give Adani Wilmar exclusive rights over the brand Kohinoor basmati rice along with ‘ready to cook’ and ‘ready to eat’ curries and meals portfolio under the Kohinoor brand umbrella in India.

    “The addition of Kohinoor’s domestic brand portfolio strengthens Adani Wilmar’s leadership position in the food FMCG category by augmenting a strong product basket with premium brands along with potential to scale value added products,” said the statement. “It also leverages the reach of Kohinoor brand to drive synergies for Adani Wilmar across geographies and complements the reach of its flagship brand ‘Fortune’ in the food FMCG domain.”

    “The acquisition will fuel the next level of growth to Adani Wilmar and widen the portfolio to cater to premium customer segments across rice and other value-added food businesses,” it added.

    The Kohinoor brand portfolio comprises ‘Kohinoor’ for premium Basmati rice, ‘Charminar’ for affordable rice and ‘Trophy’ for HORECA (Hotel/Restaurant/Catering) segment.

    “Adani Wilmar is pleased to welcome the Kohinoor brand to the Fortune family,” said Adani Wilmar managing director and chief executive officer Angshu Mallick. “Kohinoor is a trusted brand which represents the authentic flavours of India and is loved by consumers. This acquisition is in sync with our business strategy to expand our portfolio in the higher margin branded staples and food products segment. We believe the packaged food category is under-penetrated with significant headroom for growth. The Kohinoor Brand has a strong brand recall and will help accelerate our leadership position in the Food FMCG category.”

  • From ‘joy of eating’ to ‘joy of cooking’: Fortune completes 20 years

    From ‘joy of eating’ to ‘joy of cooking’: Fortune completes 20 years

    NEW DELHI: Fortune Edible Oils & Foods is celebrating 20 years of giving food lovers in the nation a healthier lifestyle. To mark this milestone, Fortune has launched a new campaign highlighting their brand’s essence, ‘20 years of Fortune.’ Augmented with a versatile array of dishes, cultures and festivals, the ad showcases the significance of the brand.

    The purpose of this entire campaign is to highlight the diversity that the brand has maintained over the years along with the fact that consumer loyalty has been the core strength that helped the brand sustain in the market.

    Earlier this year, Fortune Foods transformed its visual identity with the launch of a new logo that reflects its fast-evolving product offerings. Fortune Edible Oils & Foods has offered its consumers the largest variety of oils and extended to food categories such as wheat flour, Basmati rice, pulses, soya chunks and besan. Off late, they also launched the ready-to-cook version of the most popular comfort food in the country, khichdi. The brand’s ready-to-cook portfolio has increased substantially causing a shift in the consumer’s concept from “joy of eating” to “joy of cooking.”

    Head of marketing Ajay Motwani said, “Fortune has always been consistent about connecting with the consumers in the correct way which was precisely the context of the campaign. In less than two decades, Fortune has not only become the number one cooking oil brand but also one of the fastest growing food brands in India. We are thrilled to be celebrating 20 years of Fortune. With this milestone, we only promise to get better and bigger by continuing to satisfy consumers with the value of the brand.”

    Deputy CEO Angshu Mallick said, “We have always aimed at strengthening Fortune’s position in the market and strived to be relevant to younger households through the values they believe in. We would like to thank all those who stood for the brand and expressed their sheer love and affection towards it. Fortune Edible Oils & Foods will continue to deliver utmost consumer satisfaction ensuring that their ghar ka khana evolves to an even greater contentment.”

    Gujarat-based Adani Wilmar had launched its flagship Fortune brand on 24 November 2000 in Jaipur.

  • Star Jalsha to launch cookery show ‘Rannabanna’ on 16 March

    Star Jalsha to launch cookery show ‘Rannabanna’ on 16 March

    MUMBAI: Star Jalsha has come up with a new delicious offering for its viewers. It is all set to host “Rannabanna”- a one of a kind cookery show which will teach the viewers an array of new delicacies from across the world including local delicacies which they can cook and relish with family and friends.

    Capturing the love for food, Rannabanna, is a unique cookery show featuring a grandmother as the show host. In every episode the lovely grandmother will whip up two mouthwatering dishes for her foodie grandson. The recipes will have a traditional touch, revealing grandmother’s way of cooking as well as contemporary dishes well suited to the changing taste of the new Bengali. The warm, fun filled grandmother-grandson relationship with their common love for food will be seen for the very first time on television screen.

    Star network regional entertainment CEO Kevin Vaz said, “We are supremely attentive to the continually evolving tastes of our audience. In step with their discerning preferences, our new show, Rannabanna, promises to bring a new dimension to the otherwise routine cookery shows. We are delighted to have Adani as the presenting sponsor for Rannabanna, wherein their products under the brand Fortune, will be showcased. As a strategic partner, we look forward to a long-term association with them on the project.” “We are confident that this concept will appeal to the taste buds of our audience.”, he added.

    The show is being produced by Windows Production one of Bengal’s leading production houses. Windows has produced multiple successful cookery shows in the past featuring celebrities. Windows has also recently produced the blockbuster filmPosto, capturing the warm relationship between grandparents and a grandson.

    Fortune Rannabanna features popular actress Tanima Sen,who will be seen as the grandmother and Star Jalsha’s popular character “Gopal bhar” aka Raktim Samanta as the grandson. While Tanima adds to the love and warmth of the show, Raktim in his innocent style adds to the fun factor of the show through light hearted banter.

    Adani has come on board the show as ‘Presented by’ Sponsor showcasing their plethora of products under the umbrella brand Fortune in an integrated manner in the show. Adani Wilmar deputy chief executive officer Angshu Mallick said, "Fortune Oil always stood by the philosophy that there is nothing like home cooked food. We found Rannabanna as a concept fresh, engaging and it takes the brand ahead. The show puts the kitchen at the centre of the home and Fortune at the centre of the kitchen.With Star Jalsha and Rannabanna we found a unique proposition to reach out to the food loving Bengali audience in the true Fortune way.”

  • Fortune Oils breaks stereotype; gets male brand ambassador in Akshay Kumar

    Fortune Oils breaks stereotype; gets male brand ambassador in Akshay Kumar

    MUMBAI: Fortune Oils has rolled out its latest campaign, but this time with a male brand ambassador. As quirky it may sound for an oil brand to have a male endorsing the brand, Fortune Oils’ latest campaign unveils its brand ambassador Akshay Kumar. Taking forward the brand’s message, Fortune Oils’ latest TVC shows Akshay spending time with army jawans at a camp – drawing on his association and support for the Indian Army.

    On interacting with the jawans, Akshay realises that one of the things they miss is home-cooked food. Overwhelmed and humbled by the soldiers’ sacrifice and commitment to keeping the nation safe, Akshay expresses his wish to cook for them. A different side of Akshay comes alive, something not seen before – his pre Bollywood avatar, Rajiv Bhatia. Akshay then proceeds to cook a delicious, just-like-home meal, including the army men’s favourites.

    Conceived and executed by Ogilvy South, this film celebrates the idea of home cooked food and the emotional attachment we all have with it in a fresh and interesting story.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “The film continues on the theme of ‘ghar ka khana’ but this time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home.”

    Adani Wilmar COO Angshu Mallick added, “Fortune Oils’ communications have always been about connecting with our consumers on an emotional level. So when we were considering a brand ambassador, who better than Akshay Kumar. He is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious person, Akshay epitomises all the values that Fortune stands for and is the perfect representative for our brand.

    Ogilvy South CCO Azazul Haque points out, “The idea of choosing Akshay Kumar as a brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision. Also Akshay has good credibility as a food expert because of his affiliation with world famous cookery shows and his own past with the food industry.”