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Tag: Fortune Foods

  • Sweet victory as Fortune cooks up record 800 kg modak for Ganesh Chaturthi

    Sweet victory as Fortune cooks up record 800 kg modak for Ganesh Chaturthi

    MUMBAI: When it comes to Ganesh Chaturthi, size clearly does matter especially if you’re serving up an 800 kg modak. Fortune Foods, India’s No. 1 staples brand and part of AWL Agri Business Ltd (formerly Adani Wilmar Ltd), has officially entered the World Record Book of India with the “Biggest Modak Using Traditional Ingredients.”

    Crafted from Fortune Besan, Fortune Sugar, milk and mawa, the mammoth sweet took centre stage at Girgaon Cha Raja, one of Mumbai’s oldest and most revered mandals. The giant creation wasn’t just a crowd-puller but also a statement of Fortune’s presence in 1 out of every 3 Indian households. With 5,000 sq. ft. of branding at the pandal, Fortune made sure its name was as much a part of the celebration as the devotional chants.

    The brand went full throttle with its 360-degree festive campaign rolling out branding across 25 pandals in Mumbai, Thane, Navi Mumbai, Pune, Nashik and Nagpur, covering an eye-popping 166,800 sq. ft. Add to that Mygate activations in 132 societies, branding in 800 plus lifts, two LED screens at Lalbaugh Cha Raja, and a quirky digital contest where users built virtual Ganeshas to unlock festive greetings. Influencers only helped sweeten the buzz.

    AWL Agri Business Ltd joint president of sales & marketing Mukesh Mishra summed it up: “At the heart of every festival lies food, and for Ganesh Chaturthi, nothing says devotion like modak. We wanted to celebrate tradition at scale.” The Girgaon Cha Raja Mandal echoed the sentiment, calling the unveiling a “historic moment that blended tradition with grandeur.”

    Founded in 1928, Girgaon Cha Raja is known for its eco-friendly clay idol and emphasis on heritage over spectacle. This year, Fortune’s record-breaking sweet offering gave devotees a story to remember proving once again that festivals are as much about flavour as they are about faith.

  • Stirred not shaken Fortune whips up India’s next culinary creators

    Stirred not shaken Fortune whips up India’s next culinary creators

    MUMBAI: Some recipes call for more than just salt and spice, they need a pinch of purpose. As part of its 25-year celebration, Fortune Foods served up a piping hot opportunity with its first-ever Fortune Influencer Masterclass, aimed at turning everyday food lovers into full-blown digital culinary creators.

    Launched on 10 February 2025, the campaign received an overwhelming 50,000 plus registrations from across India, ultimately narrowing the field to 25 winners who were recently felicitated in a lively Meet & Greet in Ahmedabad. Each winner took home content collaboration deals worth up to Rs 2 lakh, but the real prize was the transformation of passion into profession.

    Backed by industry heavyweights like Meghna Kamdar (Forbes Top 100 Digital Star), Vinayak Grover of Lost and Hungry Studios, and Nimisha Rao from Influencer.in, the initiative was more than a class, it was a crash course in digital storytelling. With modules on scripting, plating, video editing, animation, and content strategy, the program mentored aspiring influencers in every dimension of online food content creation.

    From a pool of 250 semi-finalists, selected after an initial assignment round, the top 25 were chosen following a multi-stage process judged by Masterchef winners and industry experts. Criteria ranged from recipe innovation and aesthetic appeal to editing finesse and storytelling strength.

    The finale in Ahmedabad was a feast for the senses. It featured a special plating demo by Meghna Kamdar, games, and a fireside chat titled ‘The Ingredients of a Great Food Content Creator’, with insights from Mukesh Mishra, joint president at AWL Agri Business Limited, Sunil Chawla, co-founder of Social Beat, and Kamdar herself.

    Mukesh Mishra explained the vision behind the campaign, “This wasn’t just about product placement. It was about placing belief in people especially homemakers and food enthusiasts who had creativity but lacked digital confidence. We’ve seen these creators bloom, and we’re thrilled to champion their voices.”

    One such voice was Harshika Lalwani from Kanpur, whose journey resonated with many: “As a homemaker, I had quietly shelved my passions for years. This campaign gave me visibility, value, and most importantly my own voice. When I made it to the Top 25, I felt seen for who I am, not just the roles I play.”

    The Fortune Influencer Masterclass is more than a marketing campaign, it’s a movement that’s helping shape India’s digital creator economy. It’s where food meets fame, where community meets creativity, and where Fortune truly favours the bold.

     

  • Fortune and Blinkit’s Eid film food and festive bonds

    Fortune and Blinkit’s Eid film food and festive bonds

    MUMBAI: Fortune Foods, the edible oil and food brand of AWL Agri Business Ltd, has partnered with Blinkit, the quick commerce platform, to release a heartwarming advertising film celebrating the spirit of Ramadan and Eid. The campaign emphasises the ease of purchasing Fortune products via Blinkit, ensuring a seamless shopping experience during the festive season.

    Set in Hyderabad, the film portrays the joy of Eid celebrations and the importance of sharing food. Ibrahim visits Taufiq Chacha, renowned for his biryani, only to find his memory failing. Taufiq Chacha has forgotten to prepare his signature dish. Ibrahim swiftly orders Fortune Biryani Special Basmati rice through Blinkit and begins cooking. As the family gathers, Taufiq Chacha recalls the essence of Eid biryani sharing it before partaking. Ibrahim and the family promptly order disposable containers from Blinkit, pack the biryani, and prepare to distribute it among friends and family. The campaign concludes with Blinkit’s message Iss Eid, khushiyaan baante! (This Eid, share happiness!).

    AWL Agri Business Ltd head & media and digital marketing Jignesh Shah commented, “Our collaboration with Blinkit shows our commitment to providing consumers with easy access to Fortune’s premium range of products. This film not only reflects the superior quality of our offerings, but also showcases how technology is reshaping grocery shopping, making it faster and more reliable. It perfectly captures the role food plays in uniting people during festive occasions. Biryani, so intrinsic to Eid celebrations, takes center stage, highlighting the spirit of sharing that defines the festival.”

    Customers can now receive Fortune products via instant delivery, ensuring they can enjoy their favourite meals without delay. Orders can be placed effortlessly through the Blinkit app.

    The advertising film is now available across digital and social media platforms, with plans for further expansion across other mediums. Fortune Foods and Blinkit invite consumers to experience the convenience of rapid, reliable grocery shopping.

  • MY FM celebrates ‘Aapke Ghar Ka Diya Jayega Ayodhya’ season five

    MY FM celebrates ‘Aapke Ghar Ka Diya Jayega Ayodhya’ season five

    Mumbai: Dainik Bhaskar Group’s radio brand MY FM recently celebrated the fifth season of ‘Aapke Ghar ka diya jayega Ayodhya.’

    After the massive response to this activity last year, this year too MY FM pledged to collect diyas from the listeners and light them at Ayodhya on the auspicious festival of Diwali.

    The initiative is a vibrant expression of community spirit, celebrating the richness of Indian traditions. This year, it was expanded to all seven states and 30 cities, much larger than before with more than 5,40,000 diyas delivered to Ayodhya by MY FM RJs in 20 days.

    This initiative was strongly supported by Uttar Pradesh Tourism and Ayodhya Nagar Nigam along with collaboration with Fortune Foods, ensuring a lively and culturally rich celebration.

    “The overwhelming response to ‘Aapke Ghar Ka Diya Jayega Ayodhya’ underscores our commitment to provide the best experience to our listeners. We are proud to be a part of this journey making Diwali special and unique,” said MY FM CEO Rahul Namjoshi.

    As MY FM continues to champion cultural initiatives, it reinforces the power of radio as a medium to connect communities and celebrate the diversity that India embodies.

  • Fortune unveils #DiwaliKaFortune campaign with AR filter

    Fortune unveils #DiwaliKaFortune campaign with AR filter

    Mumbai: Adani Wilmar’s flagship brand Fortune Foods has launched the #DiwaliKaFortune campaign for Diwali, introducing an augmented reality (AR) filter that allows users to create and share personalised festival greetings with a ‘Diwali Special Ghar Ka Khana’ theme.

    Through a dedicated microsite linked on Fortune Foods’ social media channels and shared by influencers, users can select a Diwali dish, visualize it on their tabletop in AR, and compose a wish including the word ‘Fortune’. They can then capture and share the image on social media, tagging @FortuneFoods to enter for a chance to win prizes.

     

     

    Fortune Foods has collaborated with food, lifestyle, and family influencers to extend its reach and encourage a wider audience to participate. This initiative aligns with Adani Wilmar’s aim to combine tradition with innovative engagement for Diwali.

    diwalikafortune

  • Fortune Foods’ Valentine’s Day campaign “Language of Love”

    Fortune Foods’ Valentine’s Day campaign “Language of Love”

    Mumbai: In today’s fast-paced society, virtual chats and social media often take precedence over in-person conversations. Even during meals, couples frequently find themselves immersed in the digital world, missing the chance to connect with each other at a deeper level.

    Fortune Foods is set to address this modern disconnect with its campaign, “Language of love” focusing on the belief that every meal is an opportunity to rediscover and celebrate meaningful connections through the universal language of love: food.

    Through a series of heartwarming films, Fortune encourages couples to set aside their digital distractions, share a home-cooked meal, and let the act of savouring these moments strengthen their bonds.

     

     

     

     

    Fortune is also launching an influencer & UGC campaign to urge audiences to share their “Language of love”… asking them to share their small meaningful gestures in everyday life for their partners.