Tag: Jignesh Shah

  • Fortune Soya Chunks unites Sourav Ganguly and chef Sanjyot Keer

    Fortune Soya Chunks unites Sourav Ganguly and chef Sanjyot Keer

    MUMBAI: Fortune Soya Chunks, has launched a one-of-a-kind video conversation featuring cricket icon Sourav Ganguly and renowned chef Sanjyot Keer.

    The 45-minute digital film dives into Ganguly’s personal journey, blending food, memories, and the power of nutrition—especially protein’s role in both athletic and everyday life.

    AWL Agri Business Ltd head – media & digital marketing Jignesh Shah, shared, “This video is not only outstanding, it also represents more than just a conversation. It’s a celebration of nutrition, versatility, and the powerful stories that connect food with achievement. As a rich source of protein, Fortune Soya Chunks embodies the spirit of eating healthy with a hatke twist. Through this remarkable interaction with Ganguly, we highlight how nutrition can fuel both sporting excellence and everyday life. As we celebrate 25 years of Fortune, this video reinforces our commitment to offering meaningful, inspiring content that resonates with Indian households.”

    Far from a standard celebrity campaign, the film offers an intimate, relatable perspective on Ganguly’s life through the lens of cuisine—paired with Keer’s culinary expertise and personal reflections.

    Ganguly noted, “Nutrition has always been a cornerstone of my career. Staying fit on and off the field is essential, and I believe food plays a huge part in that. It’s an honour to be a part of this conversation with Fortune Soya Chunks. These chunks are not only healthy, but also versatile enough to be part of any meal, whether it’s a quick snack or a special dish shared with loved ones.”

    As a protein-rich and highly adaptable ingredient, Fortune Soya Chunks are designed for both athletes and health-focused consumers, with dishes spanning from traditional Indian to global fusion. This echoes the brand’s philosophy of ‘Banao Kuchh Hatke’ reimagining everyday meals with health and flair.
     

  • Fortune calls for transparency with #SirfDaamNahiGramBhiDekho campaign

    Fortune calls for transparency with #SirfDaamNahiGramBhiDekho campaign

    Mumbai: Fortune, an edible oil and food brand, has launched the ‘#SirfDaamNahiGramBhiDekho’ campaign to raise awareness about some brands selling less than one litre (910 gm) of oil in a pack, only mentioning the weight but not the volume.

    This practice started after the government permitted non-standard edible oil packaging in 2022. While legal, it could mislead consumers into buying smaller quantities while assuming the pack holds one litre. For instance, some soybean oil brands sell packs of around 850 gm, which may appear similar to a 910 gm or one-litre pack. Fortune clearly displays both the weight (910 gm) and volume (one litre) on its packaging.

    A Kantar study shows only 15 per cent of consumers check oil weight when purchasing, often assuming packs hold 1 litre (910 gm) based on appearance. Additionally, 95 per cent of respondents believed oil pack weights range between 900 and 1000 gm, regardless of whether they check the grammage.

    Fortune Edible Oils group product manager Prashant Pandey said, “While cooking in our kitchens, we measure oil by volume, be it through the usage of spoons or ladles or the depth of oil in a kadhai while deep frying. It is misleading to mention only the grammage and not the volume of oil on a particular pack.”

    Fortune is stepping forward to highlight the non-disclosure of volume by certain oil brands on packs that look similar to one-litre packs. “You do not expect consumers to do a volume-weight calculation for edible oil when buying a product. We believe in full disclosure of both volume and weight of our edible oils and expect all brands to do so to help consumers make an informed decision. Not only weight, but there have also been concerns around the quality of edible oils. Our brand follows more than 100 stringent quality checks before a product reaches to the market,” Pandey added.

    Head of media & digital Jignesh Shah said, “Reaching and informing a wide base of consumers is increasingly challenging in today’s fragmented media landscape. To maximize our reach, we are utilizing TV, print, digital platforms, social media along with influencers. We also call on the media fraternity to support us in driving broader awareness and ensuring the success of this campaign.”

    With the festive season driving higher demand for edible oils, Fortune urges consumers to check the fine print on packaging to make informed choices. From Navratri and Diwali to Christmas and the wedding season, there will be a surge in festive cooking across India. Failing to check the details could lead consumers to realise later that they’ve been buying less oil for more money.

    Fortune’s commitment to transparency through clear labelling has earned consumer trust and recognition from Kantar. The brand continues to deliver high-quality products, reinforcing its position as a leader in the edible oil industry.

  • Fortune launches ‘Banao Kuchh Hatke’ TVC campaign for Soya Chunks

    Fortune launches ‘Banao Kuchh Hatke’ TVC campaign for Soya Chunks

    Mumbai: Adani Wilmar Ltd, one of the largest food and FMCG companies in India, has rolled out its new ‘Banao Kuchh Hatke’ campaign for its rich in protein brand Fortune Soya Chunks. The 360-degree campaign showcases the versatility of soya chunks as an ingredient, encouraging consumers to explore innovative and diverse culinary options. Conceptualised by DDB Mudra, the campaign – ‘Banao Kuchh Hatke’ – features ad films, narrated by the renowned multifaceted Indian actor and dancer, Jaaved Jaaferi in Hindi and popular former Indian cricketer Sourav Ganguly in Bengali. The film is being distributed across various media platforms, including TV and digital channels such as YouTube, Instagram and Facebook.

    The campaign films feature ‘hatke’ recipes made with Fortune Soya Chunks, with Jaaved Jaaferi and Sourav Ganguly humorously guessing the dish being prepared. While he may get his guesses wrong, the audience is left with one certainty: Fortune Soya Chunks promises delightful surprises. The brand has collaborated with esteemed and influential chefs to enhance the digital presence of this campaign. These chefs will share their unique recipes using Fortune Soya Chunks, engaging the audience in an exciting way.

    The brand has also planned to extend the communication through their product packaging, where they will showcase ‘Hatke’ dishes which can be prepared using soya chunks. A QR code will be used in packaging to redirect consumers to explore more such recipes on microsite.

    Sharing his insights on the campaign, Adani Wilmar Ltd’s head- media and brand Jignesh Shah said, “We aim to inspire consumers to create ‘hatke’ dishes using Fortune Soya Chunks across various cuisines through this campaign. We are thrilled to innovate and showcase the ways an ingredient like soya chunks can be presented in an appetizing way. We wanted to highlight unique recipes that can be created with soya chunks and the campaign film reflects the message seamlessly.”

    DDB Mudra CCO Rahul Mathew said, “The biggest challenge was to maintain the entertainment value in the film while showcasing the variety of dishes possible with Fortune Soya Chunks. Jaaved Jaaferi and Sourav Ganguly’s iconic voice added a unique touch, making this campaign truly ‘hatke’. We are hopeful that the messaging will resonate with the consumers.”

    Fortune soya chunks is a great source of protein for vegetarians. It contains 15 times more protein* than milk and has low fat content. The advanced technology helps Fortune soya chunks to soak water and masala well, which makes it more delicious and easy to digest. It is a healthy food option for growing children and adults.

    Disclaimer: Compared to protein of milk (cow milk). Source: Indian food composition tables, NIN, ICMR (2017).

    The ‘Banao Kuchh Hatke’ TVC is set to air on leading television channels nationwide, inviting viewers to embark on a journey of rediscovery and reimagine the joys of cooking at home. In addition, a dedicated microsite has been developed, featuring an array of unique recipes with Fortune Soya Chunks. This platform aims to inspire consumers to go beyond traditional recipes and experiment with new culinary ideas.

  • Fortune Soya Chunks surprise Mumbai with lunchbox treats on World Protein Day

    Fortune Soya Chunks surprise Mumbai with lunchbox treats on World Protein Day

    Mumbai: Adani Wilmar, a leading food and FMCG company joined hands with the iconic Mumbai Dabbawala Association for World Protein Day to distribute packs of Fortune Soya Chunks. This unique initiative aimed to promote protein-rich diets and reinforce the brand message of ‘Ghar Ka Khana Ghar Ka Khana Hota Hai’.

    Mumbaikars were pleasantly surprised when their lunchboxes, delivered by the efficient Mumbai Dabbawalas, contained a pack of Fortune Soya Chunks. This move not only raised awareness about the importance of protein but also emphasized the convenience and nutritional value of incorporating soya chunks into daily meals.

    Fortune Soya’s collaboration with the Mumbai Dabbawalas went beyond just distribution. Each Dabbawala was provided with Fortune Soya t-shirts and informative leaflets attached to the tiffin boxes, educating consumers about the benefits of protein-rich foods. As a token of appreciation, the dabbawalas also received packs of Fortune Soya Chunks, inspiring them to prioritize their own health.

    Adani Wilmar head – media & fortune brand Jignesh Shah expressed his enthusiasm for the collaboration, stating, “We are thrilled to have partnered with the Mumbai Dabbawalas for this meaningful initiative for World Protein Day. This aligns perfectly with our ‘Ghar Ka Khana Ghar Ka Khana Hota Hai’ campaign. At Adani Wilmar, we take pride in advocating for complete proteins like soya chunks, which offer all nine essential amino acids essential for optimal health. Through the distribution of soya chunk packs and information about the benefits of protein-rich foods, we hope to cultivate healthier eating habits and enhance the well-being of every individual in our community.”

    Soya chunks, rich in protein, is beneficial for muscle building and body. It is an ideal dietary choice for all ages. With seven* out of 10 Indians found to be protein deficient in urban areas, initiatives like this play a crucial role in raising awareness.

    While 73 per cent* of urban Indians grapple with protein deficiency, often unaware of the diverse vegetarian options, soya chunks stand tall.

    Fortune Soya Chunks stands out as a nutritional powerhouse, boasting a remarkable 52 grams of protein per 100 grams, surpassing other protein sources like milk and eggs. Soya chunks is a high source of dietary fibre and hence the adopting the product in regular balanced diet will be a step towards heathier and stronger India

    “Mumbai Tiffin Box Suppliers Association” and “Nutan Mumbai Tiffin Box Suppliers Charity Trust”, widely known as Mumbai Dabbawala secretary Kiran Gavande added, “As a delivery partner, it’s an honor to associate with a company for World Protein Day to help people access protein-rich food. It’s more than just delivering meals; it’s about nourishing communities and promoting healthier lifestyles. Together, we’re making a tangible difference in people’s lives, one nutritious meal at a time.”

    A video #DabbawalasDeliverFortuneSoyaChunks has been released across various media platforms and digital channels, showcasing the precision and dedication of the 130-year-old Mumbai Dabbawala network, diligently delivering home-cooked meals. The video captures the entire on-ground activities, highlighting the delivery of Fortune Soya Chunks packs in tiffins, wearing Fortune Soya Chunks T-shirts, along with product leaflets explaining goodness of soya chunks and lip-smacking dishes with soya chunks. The social media campaign aims to debunk myths about protein and its edible sources.  The campaign includes influencer videos discussing common misconceptions about protein content in food, which is followed by a series of poll posts asking audiences to vote on the different edible sources of protein. Additionally, in collaboration with Mumbai Dabbawalas, the brand Fortune Soya Chunks is advocating for the importance of protein rich food for World Protein Day.

    Join Fortune Soya and the Mumbai Dabbawalas in celebrating health and nutrition, because every meal counts in the journey towards a healthier, happier community!

    *As per IMRB survey done in 2017

  • Mobilla launches innovative new range of MPOWER portable powerbanks

    Mobilla launches innovative new range of MPOWER portable powerbanks

    Mumbai: Mobilla has unveiled its latest innovation, a line-up of 7 cutting-edge power banks ‘MPOWER’ that redefine convenience and reliability. Rooted in innovation, simplicity and practicality, these power-packed solutions seamlessly integrate into one’s lifestyle.  Launched in New Delhi and Mumbai at Mobile India Expo and Corporate Gifting Show, Mobilla showcased its latest technological innovations to discerning consumers setting the stage for the brands remarkable journey going forward. Consisting of MPOWER MAG-1, MPOWER 105, MPOWER 106, MPOWER 205, MPOWER 206, MPOWER 303, and  MPOWER 715, Mobilla’s MPOWER Range is safe, efficient, innovative, and an ideal gifting option, available at affordable prices.  

    MagSafe & Emergency LED Light: A Revolution in Power Banks

    Mobilla breaks new ground with the MPOWER MAG-1, featuring advanced MagSafe wireless charging technology. This 10000mAh powerhouse delivers effortless charging by magnetically aligning with your device for a secure, perfect connection every time. The innovative MagSafe system provides next-level convenience and versatility. Simply attach the MPOWER MAG-1 to your wireless charging devices for easy charging without fumbling with cables. Mobilla’s cutting-edge MagSafe power banks are an evolution in the on-going innovation. The revolutionary MPOWER MAG-1 sets a new standard for wireless charging speed, efficiency and alignment. The integrated MagSafe technology transcends the normal conventional limits, and leads the pack of future progress. The versatile MPOWER 105 power bank packs 10000mAh of power and an integrated LED flashlight to illuminate any situation. With its 4-in-1 built-in cable, the MPOWER 105 provides charging support for all devices and scenarios. For even more on-the-go power, it is also available in a high-capacity 20000mAh capacity, ensuring you never run out of juice when you need it most. The MPOWER 105’s ample power capacity keeps you powered up anytime, anywhere.

    Efficiency combined with Simplicity

    With simplicity and reliability at the forefront, Mobilla’s MPOWER 106 offers a convenient 10000mAh capacity with 4 in 1 inbuilt cable. For those seeking extended charge, the MPOWER 303 is packed with a mighty 30000mAh and comes with dual USB ports making way for 2 devices to be charged simultaneously.  The MPOWER 206 on the other hand combines a 20000mAh capacity with 4 in 1 inbuilt cable, offering a straightforward and effective charging solution.

    Lastly, the MPOWER 715 introduces innovation with its 10000mAh power bank featuring a digital display indicator and a detachable Lightning cable inside, ensuring a user stays connected, no matter where. For on-the go users who always need a quick charge, the MPOWER 715 also comes equipped with an advanced Power Delivery (PD), juicing up their devices in no time.

    In addition to the brand strong retail and digital presence, Mobilla’s corporate gifting solutions also make way for thoughtful gifting.

    Sharing his perspective and the thought behind the launch of the MPOWER range of charging solutions, Mobilla co-founder Jignesh Shah said, “Our journey began with a vision to create tech products that cater to the needs of individuals from all walks of life. We believe that technology should be accessible, reliable, and enriching. I am proud to see our products making a difference in the lives of our customers. We are committed to innovation and user satisfaction, and we will continue to push boundaries to bring you the best in tech.”

    Mobilla co-founder Hetal Shah further added, “Understanding what the market needs and working tirelessly to provide it has been at the core of Mobilla’s mission. Our power banks are a testament to our dedication to meeting the evolving demands of our customers. We aim to bring practical, high-quality solutions to your everyday life, and our commitment to excellence drives us forward.”

    “At Mobilla, we are relentless in pursuing innovation that enhances our customers’ mobile lifestyles,” expressed Vishal Gupta, Chief Marketing Officer, and Sachin Sharma, Chief Creative Officer. “The new power banks exemplify our boundary-pushing approach to develop leading-edge products that address real needs. With the advanced MagSafe and PD+QC technology, we are redefining portable charging with new standards for efficiency and ease-of-use. We infuse thoughtful design into products that blend aesthetics and functionality seamlessly. We eagerly anticipate people experiencing the effortless convenience of charging made possible by Mobilla’s innovation.”