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Tag: Azazul Haque

  • Tata Tea Premium leverages AI to celebrate ‘Desh Ka Garv- Pradesh Ki Kala’ campaign

    Tata Tea Premium leverages AI to celebrate ‘Desh Ka Garv- Pradesh Ki Kala’ campaign

    MUMBAI: Tata Tea Premium continues its unwavering commitment to honoring India’s vibrant cultural heritage with the launch of the 2025 edition of its acclaimed ‘Desh Ka Garv’ campaign. Tata Tea Premium has been celebrating Independence Day over the years by blending everyday tea rituals with regional art -forms—this time through the Desh Ka Garv Collection of hand-painted artisanal kettles inspired by some of India’s iconic artforms.

    Tata Tea Premium has consistently spotlighted India’s rich folk and regional art through objects deeply woven into everyday chai rituals—be it the humble kulhad, the classic tea cup, or this year, the iconic kettle. Each edition going beyond aesthetics; carries a deeper mission to preserve, promote, and pass on India’s artistic legacy in ways that are both modern and meaningful. While the world is only beginning to rediscover the beauty of Indian craftsmanship, Tata Tea Premium—Desh Ki Chai—has long celebrated its place in everyday life. This year, in collaboration with Kaushalam—an organization dedicated to preserving Indian folk art—the Desh Ka Garv Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra. Each kettle is a cultural artefact, showcasing motifs of regional pride from across India—from the energetic Dhol of Punjab to the timeless Ghats of Uttar Pradesh. These are depicted through art forms that are uniquely regional and deeply woven into the cultural identity of the region.

    Bringing a contemporary edge to this year’s campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today’s generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film.

    “At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, president – packaged beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology, that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day”

    Arnab Chatterjee, Design Head, Tree Design,  adds “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”

    Creativeland Asia CCO Azazul Haque further states, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi , in a never seen before ,visually stunning format , using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”

    Mrinalika Jain Bhardwaj, Founder of Kaushalam, further adds, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories.  We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”

    This year’s Desh Ka Garv Collection will be available for purchase exclusively on www.IndiakiChai.com, with 100% of the proceeds directed to train and empower women through Indian Army Skill Development Centers.

  • Aman Rawat joins Creativeland Asia as executive creative director

    Aman Rawat joins Creativeland Asia as executive creative director

    MUMBAI: Creativeland Asia (CLA) has appointed Aman Rawat as its new executive creative director. Based in the Delhi office, Rawat brings extensive experience in brand storytelling, technology, and new-age media.

    “Rawat’s expertise in blending brand narratives with cutting-edge tech aligns perfectly with CLA’s vision,” said CLA group chief creative officer Azazul Haque. “His work at Mediamonks and beyond makes him a valuable addition to our leadership.”

    Rawat has worked with top agencies, including Grasshoppers, Digitas LBi, Cheil, Wunderman, and Repindia, and has led successful campaigns for brands like Booking.com, MTV, Tata Tea Gold, and Maruti. His portfolio spans major names such as Poco, Canon, Durex, Pringles, Tinder, and Amazon.

    Rawat said, “For me, creativity is more than a process it’s a way of being. I look forward to pushing boundaries and contributing to CLA’s legacy of excellence.”

    This appointment comes as CLA expands its presence in Delhi, focusing on AI, data analytics, and digital transformation to craft high-impact, result-driven campaigns.

  • Amazon Fashion announces new campaign ‘Fashion on Amazon, Har Pal Fashionable’

    Amazon Fashion announces new campaign ‘Fashion on Amazon, Har Pal Fashionable’

    Mumbai:  Amazon Fashion announces the launch of its latest campaign, “Fashion on Amazon, Har Pal Fashionable,” featuring Bollywood stars, Ananya Panday and Aditya Roy Kapur for the first time together. The campaign highlights Amazon as a one-stop online destination across clothes, shoes, watches, accessories etc. that enables customers to put their looks together, with features like ‘wear it with’ suggestions from top brands and convenience features like ‘easy returns’, ‘fast delivery’, ‘no convenience fees’ etc. With this campaign, Amazon Fashion reaffirms its commitment to fashion enthusiasts, aiming to make fashion effortless, redefine fashion and elevate their shopping experience. Conceptualized by Media Monks,  the campaign went live recently across TV, Outdoor, Digital Video & Social Media.

    The campaign centers around the insights of assembling a stylish outfit and finding the right combinations for a complete look such as such as sunglasses, watches, shoes, etc. Women often find it more challenging to accessorize and coordinate everyday outfits, while men encounter similar difficulties, particularly when dressing for outings or leaving the house for work. In the first ad film, Ananya Panday effortlessly assembles a head-to-toe fashionable look while Aditya Roy Kapoor perceives it as a time-consuming task. While in the second ad film, Aditya Roy Kapoor is seen ready to head out but Ananya points out that he’s only halfway there and helps him find complementary accessories such as watches and loafers through the ‘Wear it with’ feature to elevate his ensemble into a fashionable look. Both the films, highlight Amazon Fashion’s delivery on time, easy returns and no convenience fee, and wide selection which makes it completely effortless for her to be ‘Har Pal Fashionable’.

    “We are excited to introduce our new campaign, ‘Fashion on Amazon, Har Pal Fashionable.’ This campaign aims to establish Amazon Fashion as the one-stop online destination for fashion enthusiasts. Offering a diverse selection of clothes, shoes, watches, accessories and more, Amazon enables customers to effortlessly curate their looks with features like ‘Wear it with’ suggestions from top brands. With added convenience features such as easy returns, fast delivery at no additional fee, we strive to continuously improve the fashion shopping experience.” said Amazon India Director-Consumer Marketing Pragya Sharma.

    “As a big fashion enthusiast, I constantly strive for effortless style,” said Kapoor. I’m excited to be part of Amazon Fashion’s new campaign. The ease of online ordering from an extensive selection across sunglasses, watches, shoes etc. on Amazon Fashion, to always getting your delivery on time, takes the guesswork out of shopping and makes building a stylish wardrobe a breeze.”

    Panday said, “I love styling that makes me feel comfortable yet confident and with Amazon Fashion’s wide selection across accessories, shoes, bags etc. I can mix and match effortlessly. I’m very thrilled to be a part of Amazon Fashion’s ‘Fashion on Amazon, Har Pal Fashionable’ campaign, that enables customers to put their looks together, with features like ‘wear it with’ suggestions, from top brands and convenience features like ‘easy returns’, ‘fast delivery’, ‘no  convenience fees’ etc.

    “In our campaign, Ananya, who is known for her fashion quotient and has been the face of the brand, introduces Aditya to the world of Amazon Fashion. Aditya gets wowed by how effortless fashion can be on Amazon with our wide selection & top brands that let you create all kinds of different looks,” said Media.Monks India chief content officer Azazul Haque.

  • Tata Tea Agni Leaf’s unique Chhath festive campaign honors Bihar and Jharkhand culture

    Tata Tea Agni Leaf’s unique Chhath festive campaign honors Bihar and Jharkhand culture

    Mumbai: In an enthralling homage to the vibrant culture of Bihar and Jharkhand, Tata Tea Agni Leaf, one of the leading tea brands introduces special festive packs and a special musical video celebrating the festivities.

    The four-pack collection captures the customs and emotions unique to each day. Each day of the festival is depicted in a different style of Madhubani Art, the cherished artform of the Bihar.

    The first pack, designed in the Godhna Style of Madhubani, uses black ink to depict the ‘Nahaay Khaay,’ the first day of the festival. The second pack illustrates the second day of ‘Kharna’, showcasing the preparation of the traditional prasad in the Kachni style of Madhubani, using monochrome shades. The third pack, dedicated to ‘Sandhya Arghya,’ captures the festive spirit as people gather at the ghats to offer Arghya to the setting sun in the Kohbar style of Madhubani. The fourth pack, curated in the Bharni style of Madhubani, portrays the final day of the festival- ‘Usha Arghya’ where devotees offer prayers and Arghya to the rising sun as they conclude their sacred fast.

    To add more flavour to the Chhath festivities, Tata Tea Agni Leaf has also launched a music video- ‘Aava Mil Ke Chhath Manayi’. The specially created song brings alive the spirit of the festivities where families and loved ones across generations come together, perform rituals and customs associated with each day of Chhath with joy and reverence- a true celebration of their cultural heritage. The visual narrative is supported beautifully by a melodious song which invokes powerful symbols of the festivities like ‘kharna ki kheer’, ‘thekua’, ‘daura’, ‘arghya’ among others which tug at the heartstrings of all who continue to celebrate the great festival of Chhath.

    Tata Consumer Products president of packaged beverages Puneet Das said, “ Chhath occupies a special place in the hearts of people in Bihar and Jharkhand. It is not only a festival but an emotion that people cherish and take pride in. This is why Tata Tea Agni has launched a special Chhath four-pack collection paying ode to the rich cultural heritage by diving deep into the world-renowned Madhubani artform and showcasing each day of the festival in a different style of Madhubani. The music video ‘Aava Mil Ke Chhath Manayi’ is created specially to capture the heart of the festivities- of families coming together and continuing to celebrate their inherited legacy with love and joy. This campaign proudly celebrates the spirit of togetherness and festivities, over a cup of tea!’’

    Media Monks the Chief Creative Officer Azazul Haque said, ‘’ This campaign takes Hyper Local to the next level. Also choosing Chhath which is the biggest festival for the region, the idea was to connect with the people as one of them. The theme did just that. Chhath is a Festival of four days and not just one is a fact only someone from Bihar & Jharkhand knows and showcasing that on four packs is an idea that will connect with every person who celebrates this festival. For the video content, we wanted to convey the same and a festive music video conveying this message looked like the best idea. Also the idea is to give the people a new song as Chhath songs are a huge hit amongst the people who celebrate it.’’

     

  • Tata Tea Gold celebrates Durga Pujo with Banglar Noksha Pujo packaging

    Tata Tea Gold celebrates Durga Pujo with Banglar Noksha Pujo packaging

    Mumbai: As the vibrant tapestry of West Bengal adorns itself in hues of grandeur to warmly welcome the divine fervor of Durga Pujo, Tata Tea Gold, West Bengal’s favorite tea brand, joyously celebrates this festival with the launch of 10 festive packs inspired from the handloom styles of the state. Durga Pujo is a time when West Bengal is at its colorful best. This heralds a time for the women to adorn themselves with new sarees, selected from a wide array of exquisite traditional handloom and textile creations. This festive ode to the handloom heritage was the inspiration for Tata Tea Gold’s festive series Banglar Noksha Pujo packaging. The Tata Tea Gold festive packs are inspired from five handloom styles : Kantha, Jamdani, Baluchari, Batik and Garad.

    Tata Tea Gold has also unveiled a specially crafted film, developed by Media Monks, that beautifully captures how Pujo is celebrated across the five days from Shashthi to Dashami. Each celebration has been depicted in the style of West Bengal’s rich handloom culture. The story unfolds with a curious child observing the similarity between the design of a Tata Tea Gold Jamdani-inspired pack and her mother’s Jamdani saree. Soon, a captivating conversation takes place between the two, narrating about  Durga Pujo celebrations, basking in the iconic handloom artistry of the region. The film along with a captivating song, brings to life some of the celebratory rituals intricately illustrated on the festive packs.

    The film weaves a rich narrative of West Bengal’s pride and celebrations, from the traditional conch blowing depicted on the Jamdani-inspired packs to the resounding beats of the Dhaki from the Kantha-inspired packs, the devotee (Pujaran) adorned in a Baluchari saree, the Dhunuchi dancer draped in Batik prints, and the women playing Sindoor Khela dressed in Garad sarees.

    Reflecting on the essence of the new Durga Pujo campaign, Tata Consumer Products president – packaged beverages, India & South Asia Puneet Das shared, “As one of the most loved tea brands of West Bengal, we take pride in understanding the people and the local culture. As Durga Pujo is celebrated with such exuberance, we decided to pay homage to these festive celebrations through the famous handloom and textile art of West Bengal. We partnered with five well-known master weavers of West Bengal – Mrityunjoy Chakraborty for Kantha, Sahadeb and Shanksha Basak for Jamdani, Amitava Pal for Baluchari, Sukanta Nandy for Batik and Jiban Polisha for Garad to create special festive handloom designs, which served as inspiration for the design of Tata Tea Gold’s festive packs. These limited-edition special packs, steeped in local flavors, mirror the lively spirit of the festival, encapsulating its vibrant hues and energy. The film shows the visual narrative of the Durga Pujo celebration through our packs.”

    Tree Design co-founder Arnab Chatterjee who had conceptualised the design said, “To capture the festive spirit of Durga Pujo, we decided to harness the immense beauty and depth of the textile and handloom weaves available in the state. Wearing new clothes on the days of Pujo is a tradition, which is why we decided to leverage the magic of West Bengal’s handlooms. We worked closely with master weavers going across the length and breadth of West Bengal and harnessed the magic of their craft to capture the festive fervour in the Tata Tea Gold Festive series packs.”

    Commenting on the genesis of the campaign and the idea, Media Monks chief content officer Azazul Haque said “Durga Pujo for West Bengal is not just a festival, it is an emotion. When Tata Tea Gold designed the special festive packs showcasing the events during the different days of Pujo depicted in the handloom style of West Bengal, the brief for the campaign was simple- Celebrate Durga Pujo through the festive packs. And the film does exactly that. In the film, a mother proudly tells her daughter about the different Handlooms of West Bengal and how they are depicting the celebrations around Durga Pujo. The feeling of Durga Pujo is magical and we have tried to convey the same through this musical, celebratory film.”

  • SBI Life’s ‘Apnoki #HimmatWaliSeeti’ highlights the importance of family support

    SBI Life’s ‘Apnoki #HimmatWaliSeeti’ highlights the importance of family support

    MUMBAI: SBI Life Insurance, one of the most trusted life insurance companies in India, today launched its latest integrated brand campaign ‘Apnoki #HimmatWaliSeeti’; that reiterates the power of family support in reinstating individual’s belief in himself/herself. Built on the insight that individual’s happiness is key to his/her family’s happiness. The 360° brand campaign encourages individuals to pursue their passion responsibly, by first making life insurance a financial priority to secure the needs of their loved ones.

    The new ad film pivots through a heartwarming scene where a father, in his mid-thirties on a stand-up podium, describes his life as a ‘pressure cooker’. Wherein, the pressure of responsibilities keeps growing, until his 9-year-old daughter is seen passionately whistling amongst the audience, cutting through the noise. The daughter’s whistle is symbolic of the depressurizing effect of family’s support in today’s challenging life.

    SBI Life Insurance chief of brand and corporate communications Ravindra Sharma, said, “In our society, family continues to be the bedrock of support and our communication seeks to highlight the strength of family support. Especially in today’s challenging times family support plays a fundamental role in shaping an individual’s well-being; it acts as a de-pressuring agent in life. Our new brand campaign ‘Apnoki #HimmatWaliSeeti’ attempts to communicate a strong message that with the support and encouragement of the family one can wholeheartedly pursue their dreams and ambitions. He further added, “Through this campaign, we aim to support every individual in securing their family’s well-being in a better way, without compromising on their dreams.”

    ‘Apnoki #HimmatWaliSeeti’ campaign continues to establish SBI Life’s sharp focus on the importance of having protection insurance for securing loved ones against any life uncertainty. The campaign highlights that once an individual has ensured a safe future for the family, a little encouragement from loved ones can definitely boost one’s confidence in taking up an alternative interest which may have delayed due to other commitments.

    “Life Insurance is seen as a responsibility towards one’s loved ones, and we wanted to start a new dialogue about the reason for Life insurance for today’s shifting landscape. The shift about the category with this campaign is that our loved ones are not our responsibility, but our biggest strength, our biggest cheerleaders and we don’t need to endure a life doing what we don’t love to see them happy, to see them taken care of. Life is about going after your dreams, our loved ones are still taken care of. We have a story of a girl learning to whistle so she can cheer for her father as she witnesses him most happy, most content when he’s pursuing what he loves to do”, said Mullen Lintas India CCO Garima Khandelwal and Azazul Haque.

  • This World Heart Day, Saffolalife encourages people to adopt a heart healthy lifestyle

    This World Heart Day, Saffolalife encourages people to adopt a heart healthy lifestyle

    MUMBAI: Saffolalife, a not-for-profit initiative by Marico Ltd, has always championed the cause of heart health with a vision to create a ‘Heart Healthy India’. This World Heart Day, Saffolalife has launched yet another impactful campaign, which aims to drive awareness on lifestyle behaviours and habits that are often ignored but can have a significant impact on one’s heart health. Understanding the impact of these underlying habits is essential to better heart health awareness and care. Lack of sleep, stress, sedentary lifestyle, skipping meals, and ignoring belly fat are key lifestyle habits that show up in those at heart risk.

    An online tool, ‘Heart Ka Exam’ has been launched to help people understand how their lifestyle choices could be impacting their heart health and learn simple interventions to espouse a healthier lifestyle.

    While India is becoming more health conscious, heart health awareness is still not as prevalent. The common perception is that heart risks arise due to cholesterol, high blood pressure, diabetes etc. However, their underlying causes are regular behaviours that typify one’s lifestyle such as lack of sufficient sleep, unhealthy eating, stress, sedentary lifestyle, increasing waistlines, amongst others which can easily be controlled. Therefore, through this campaign, Saffolalife aims to help people realize that these smaller lifestyle behaviours, which are ignored on a daily basis, can have a huge impact on their heart health.

    Commenting on the campaign, Marico Ltd chief marketing officer Koshy George said, “Committed to creating a Heart Healthy India, Saffolalife has undertaken various initiatives to encourage people to adopt a proactive healthy lifestyle. This year, on World Heart Day, the Saffolalife campaign aims to build awareness around small things that impact the heart.  It also inspires people to first understand the risk to their heart health through the online ‘Heart Ka Exam tool and consequently take simple steps for a healthier lifestyle.”

    Conceptualised by Mullen Lintas, the campaign kick-starts with a set of two digital films which portray very common lifestyle facets and depict them in a simple yet alerting manner. The first film drives home the point that sleeping for less than 7 hours every night will not only cause dark circles but more importantly, can lead to heart risks. The second film builds awareness around the impact of belly fat on heart health, highlighting how increasing waistlines are indicative of poor heart health.

    On World Heart Day, Saffolalife has also released a study in association with Nielsen, which says that 64 per cent Indians in top cities who exhibit one or more of these behaviours – stress, lack of sleep, sedentary lifestyle, skipping meals and belly fat – are at heart risk.

    Mullen Lowe creative heads for the campaign Azazul Haque and Garima Khandelwal said, “Our objective for this year's World Heart Day campaign by Saffolalife was to build awareness about the relationship of small, often ignored lifestyle habits with our heart health. Therefore the idea of creating a Heart Ka Exam was born which is symbolic of a report card for your heart's condition. On World Heart Day we are nudging people to take this exam and learn by heart the effect of these small habits like sleeping inadequately or having belly fat on their heart health.”

  • Mullen Lintas appoints Azazul Haque, Garima Khandelwal as CCOs

    Mullen Lintas appoints Azazul Haque, Garima Khandelwal as CCOs

    MUMBAI: Mullen Lintas, announcing its new creative leadership, has named Azazul Haque and Garima Khandelwal as its new chief creative officers. While Haque joins from Ogilvy, where he was CCO-South, Khandelwal has been elevated from the executive creative director post from within the agency. The announcement closely follows Vikas Mehta’s appointment as the agency’s chief executive office.

    Both of them will be based out of the agency’s Mumbai office.

    Haque started his career with Lowe Lintas (then Lowe Lintas + Partners) back in 2001. Over the years that followed, he has worked with Bates, Publicis, Mudra, McCann, Contract, and Ogilvy on well-known brands like Nescafe, Coca Cola, Nestle Maggi, Domino’s Pizza, Dabur, Maruti Suzuki, Havells, Amazon, Titan and Motorola, ICICI Bank, Bajaj Auto, and Rajasthan Tourism, among others.

    Khandelwal had kicked-off her career in advertising with Ogilvy Delhi approximately 18 years ago. She moved to Mullen Lintas in 2015, and her former role as executive creative director gave her an opportunity to influence the creative direction for some of India’s most celebrated brands. As the founding member of Team Mullen Lintas, she is responsible for the agency’s marquee work such as – Motilal Oswal (Equity experts), Tata Tea (Alarm bajne se pehle Jaago Re), MTV Beats, Bajaj Avenger (Feel Like God + Independence Day) and Too Yumm (National launch). Before moving to Mullen Lintas, she has also worked with Lowe Lintas where she lent her creative expertise to a diverse set of clients across categories. Some of the clients that she has been associated with include Suzlon PALS, Tata Tea (Kala Teeka), Axe (Boat Party), Liva, etc. She has also worked for Leagas Delaney, on the Skoda account for the European market, based out of Prague.

  • Amazon launches new ad ahead of Great Indian Shopping Festival

    Amazon launches new ad ahead of Great Indian Shopping Festival

    MUMBAI: Ahead of the festive season, Amazon India has unveiled its campaign for Amazon Great Indian Festival.
    Often during the festive season, the list of our desires makes our shopping list bigger than our budget. To help solve this during the upcoming festive season, Amazon.in will offer unique programs that will help customers shop without hesitation. These include, Amazon Pay EMI, no-cost EMI, EMI on credit and debit Cards, instant bank discounts and many more.
    Each TVC captures the tussle between working desires around tight budgets showcasing the value benefit offered by budget-busting solutions. The campaign also highlights availability of these offers across key categories like smartphones, fashion, large appliances and home and kitchen products.

    Conceptualised by Ogilvy, this year’s festive campaign is all about quelling budget woes and making festive shopping possible for everyone by fulfilling everyone’s shopping lists.
    Amazon India director for mass and brand marketing Ravi Desai says, “It is that time of the year again when the country looks forward to its biggest festival. As a common practice, families make long lists of desired items and then unwillingly save some for later as budgets don’t allow them to fulfil all their desires. More often, it is the person who spends for everyone else, who ends up sacrificing his/her own happiness. Inspired from these insights, we launched the campaign ‘Ab India Ki Kushiyon Ke beech Budget nahin ayeega’, positioning Amazon.in as the one-stop-shop that makes shopping more affordable, accessible and within the reach of every family’s festive budget.
    Ogilvy South chief creative officer Azazul Haque adds, “One of India’s biggest sales has to have one of the loudest bangs. And to create the big bang, we thought of creating the Amazon Indian Festival Band. The idea emerged from the brief, which was to develop a campaign on the festival insight where budgets never match our festival shopping lists. From buying the best electronics goods to branded fashion, we all wish to stretch our budgets. And the Great Indian Festival does exactly that. It makes your festival budget look bigger because of the big offers and deals.”

  • 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.”