NEW DELHI: After two decades of a celebrated existence in the Indian market, Fortune went ahead with uplifting its brand identity with a new logo and identity. Adding fresh and young elements to its look and feel, the brand wants to connect better to the millennial housewives of today’s time who are savvier in their purchase decision, revealed media and strategy head Sanjay Adesara in an exclusive conversation with Indiantelevision.com.
Adesara said, “We launched near 1999 here and since then we haven’t changed our logo per se. But now we thought that we have to become much more vibrant and dimensional so that we can relate better to the millennial housewife and the young audience.”
The new logo, designed by UK-based design agency, Bluemarlin represents a young and vibrant outlook of the brand. Adesara noted that the letter ‘O’ in fortune stands for growth wheel or the wheel of fortune, and the elements added around it will make it more relatable.
The final design was chosen after a consumer survey, he shared. “We came across many designs and typography during the presentations. We then reached out to consumers, did the testing across the country and we found out this particular design speaks to the consumers the best.”
With the new brand identity, Fortune is also willing to change its image from an oil-brand and bring in focus the various products it has to offer including the pulses, rice, atta, and besan, amongst others.
While there hasn’t been an increase in marketing spends to promote the wide range of products, some of which were launched in the past few months, the new communication strategy will highlight these offerings along with the oil. The core messaging will remain the same but more focus will be on the new campaign and the sister products will now be getting their share of fame.
Fortune will be using a vibrant mix of media to market itself, like always. Adesara elaborates, “Different mediums will serve a different objective for us. While TV will promote the entire establishment of products, print will take the word out about the logo change. OOH and digital will be used to drive the top-of-mind awareness of the products.”
The brand will also be exploring content integrations for promotions. On TV, along with GECs, it is betting high on the upcoming IPL season as well, given the amazing reach the sporting extravaganza provides to associated brands.
Looking forward, the strategy of the brand is to establish itself as the number 1 edible oil brand and establish Fortune as a range of food brands, which are equally popular.