MUMBAI: Talk about a power play in the kitchen! Fortune, India’s leading edible oil brand from AWL Agri Business Ltd., has bowled Bengal over with its new regional campaign, Bhojan Bahini (Food Force,) a cinematic tribute to the state’s eternal love affair with food.
Premiering on 28 October, the campaign brings together two of Bengal’s biggest icons, cricket legend Sourav Ganguly and actor Abir Chatterjee, in a deliciously entertaining film that blends humour, drama and nostalgia. Playing the witty “Food Police”, the duo set out on a flavourful mission to uncover the secret behind the perfect Bengali meal. The answer? Fortune’s unbeatable No.1 jodi, Mustard Oil and Soyabean Oil.
Packed with the sizzling sounds of luchis and the mouth-watering aroma of kosha mangsho, Bhojan Bahini celebrates authenticity in every drop. The film’s core message, “choose quality over compromise,” reminds viewers that the essence of great taste lies in trusted ingredients, and for Bengal, that means Fortune.
Commenting on the campaign, AWL Agri Business Ltd. joint president sales & marketing Mukesh Mishra said, “With Bhojan Bahini, we’re celebrating Bengal’s unbreakable bond with food. Sourav and Abir perfectly embody the state’s love for authenticity and quality.”
Vibrant, witty and packed with flavour, the campaign goes beyond entertainment to strike an emotional chord, reminding Bengali homes that tradition and taste truly go hand in hand. With Bhojan Bahini, Fortune once again proves why it remains the undisputed leader on Bengal’s dining tables.
MUMBAI: This Diwali, Fortune isn’t just stirring pots, it’s stirring hearts. In a season when most ads sparkle with gloss and glamour, the brand has chosen a different recipe: a heartwarming, AI-powered homecoming that celebrates the soul of ‘Ghar Ka Khana’.
India’s most loved food and kitchen staples brand, Fortune from AWL Agri Business ltd (formerly Adani Wilmar Ltd) has launched a two-fold digital campaign that uses artificial intelligence to turn festive emotion into moving imagery. The result is an evocative story that captures what Diwali truly tastes like, not the click of a delivery app, but the clatter of pots and laughter around a family table.
At the centre of the campaign is an AI-generated film that contrasts the convenience of the fast-paced modern world with the warmth of home-cooked food. It follows a young man who leaves behind his takeaway meals and train food trays to return home for Diwali, rediscovering the love that simmers in his mother’s kitchen. As she prepares traditional delicacies, the son’s quiet journey home unfolds into an emotional reunion, a moment that beautifully serves up the campaign’s message: ‘Iss Diwali, Fortune wale hai woh jo Ghar Ka Khana Khayenge’.
Visually rich and emotionally resonant, the film uses generative AI to create hyperreal scenes from bustling cityscapes to glowing diyas blending futuristic tech with timeless emotion. It’s a modern retelling of an age-old truth: that no matter how advanced our gadgets get, nothing beats the comfort of food made by someone who loves you.
“Diwali is more than lights and sweets. It’s a pause that reconnects us to home, family and food made with love,” said AWL Agri Business Ltd joint president for sales & marketing Mukesh Mishra. “Through our AI-led storytelling, we’ve tried to blend technology with emotion, creating a campaign that’s both nostalgic and forward-looking. This is our invitation to India to pause, come home and rediscover the joy of ‘Ghar Ka Khana’.”
But Fortune doesn’t stop at film. The brand has also cooked up an AI-powered interactive greeting generator, adding a playful twist to festive sharing. Users can upload their photos, choose their favourite festive treats from Karanji and Malpua to Mathri and Muruku and watch them transform into animated, glowing Fortune Diwali postcards ready to be shared across social media.
By turning memories into motion and nostalgia into pixels, Fortune’s campaign bridges tradition and technology with surprising ease. It’s a reminder that while AI can replicate almost everything, the warmth of home-cooked food remains inimitable.
This Diwali, Fortune’s message is clear, the most precious gift you can unwrap isn’t delivered to your door; it’s waiting in your kitchen
MUMBAI: When bad cholesterol comes knocking, Fortune says not today. In a refreshingly witty spin on health messaging, Fortune rice bran health oil has launched a tongue-in-cheek campaign titled Swipe Away Bad Cholesterol, marking World Heart Day with laughter and learning in equal measure.
The TV commercial opens in a plush housing complex where two men in bright yellow padded suits, personifying ‘bad cholesterol,’ attempt to visit a resident after his weekend binge. Their banter is abruptly cut short by the lady of the house, who refuses to let them in, armed with her secret weapon: Fortune rice bran health oil.
Backed by science, the ad highlights rice bran oil’s natural oryzanol and unsaturated fats, known to support healthy cholesterol balance. The film cleverly turns an everyday indulgence into a light-hearted reminder of smarter cooking choices.
“Food is love, and how we cook reflects what we care for,” said AWL Agri Business Ltd. joint president – sales and marketing Mukesh Mishra “With over 25 per cent of adult Indians having high cholesterol, small choices like switching your cooking oil can make a big difference.”
Extending the campaign beyond screens, Fortune staged quirky on-ground activations in Mumbai, featuring actors dressed as “cholesterol men” playfully engaging with passers-by at Juhu Beach, Bandra Station, and Andheri Metro. The antics drew laughter, and curiosity, before the Fortune mascot arrived to “scare off” the cholesterol culprits.
Through humour and heart, Fortune strengthens its image as more than a kitchen staple, it’s a trusted ally for healthier living in millions of homes.
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.
MUMBAI: What do you get when a 12th-century chariot festival meets mixed reality and Kakara Pitha? A Fortune-branded pilgrimage into the future. In a dazzling collision of devotion and digital innovation, AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) is pulling out all the stops at Rath Yatra 2025, unveiling a seven-element campaign that transforms Puri’s spiritual carnival into an immersive brandscape. From 40-foot installations and live kitchens to VR bhog offerings and anamorphic beach content, this isn’t just festive marketing, it’s a full-blown sensory yatra.
At the heart of it all lies the Fortune Zone, a monumental hub on Grand Road featuring three standout experiences. Devotees can cook virtual mahaprasad using Fortune ingredients in mixed reality, offer it inside a simulated Jagannath Temple, and walk away with a real sample of the same dish. Then there’s a live cooking contest where pilgrims pit their culinary skills against each other in crafting Kakara Pitha, Odisha’s traditional sweet treat.
“We’ve evolved from offering just a VR tour to delivering a full multi-sensory experience that blends faith and food,” said AWL Agri Business Ltd joint president of sales & marketing Mukesh Mishra. “Our hyperlocal lens helps us engage meaningfully, and Rath Yatra is a perfect convergence of our brand’s cultural and culinary ethos.”
Also in the mix is Alife, AWL’s personal care brand, offering a beachside Changing Station for post-dip refreshment and a fleet of Fortune-branded e-rickshaws to ferry devotees around Puri because comfort is the new seva. On Puri beach, a giant LED screen beams anamorphic content, giving digital dazzle to the devotional ambience.
With brands like Fortune and Alife leading the charge, AWL’s campaign exemplifies the next frontier in festival marketing where participation trumps promotion and storytelling lives at the intersection of ritual and tech.
This isn’t just a company showing up at a festival. It’s a brand redesigning the pilgrimage experience, one VR ladle, LED lens, and Kakara Pitha at a time.
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.
MUMBAI: Fortune Whole Wheat, the packaged whole wheat brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has hit the screens with its maiden television campaign titled ‘Shuddhata Ki Sahi Parakh’. Launched on 26 May 2025, the campaign aims to set Fortune apart in India’s fragmented whole wheat segment by leaning on trust, purity, and provenance.
The TVC, airing in Maharashtra and Gujarat, unfolds in a classic kirana store where a young girl questions the quality of the wheat her family buys. Her curiosity drives home the key differentiators of Fortune Whole Wheat: uniform grain size, colour, strength, and trusted sourcing. The visual storytelling nudges consumers to ditch loose wheat in favour of Fortune’s branded, batch-tested assurance.
“This campaign is more than just a product message — it’s a heartfelt tribute to the Indian farmer and the informed consumer. Through these TVCs, we invite viewers on a journey to the source of real quality”, said AWL Agri Business Ltd SVP & business head – sales & marketing Mukesh Mishra.
Fortune Whole Wheat entered the market in May 2023 and quickly positioned itself as India’s only national player in the branded whole wheat category. The brand guarantees access to the purest wheat seeds across varieties like Sharbati, Poorna 1544, Lokwan, Premium Grade 1, and MP Grade 1. These grains are sun-ripened, harvested with precision, and procured from select Indian farms.
Every batch undergoes stringent quality checks to ensure nutritional value and consistent texture. The campaign underlines this disciplined sourcing and testing, offering consumers confidence that every grain delivers on both taste and health.
The Marathi and Gujarati TVCs are currently live across television, digital, cinema, and regional platforms, underscoring AWL Agri Business’s strategy to deepen consumer connect in high-priority wheat markets.
Mumbai: The Hilsa/Ilish season is upon us, and the kitchens of Bengal are bringing out their best recipes for the king amongst fishes. Be it the steamed bhaapa Ilish or the yogurt-based doi Ilish, nothing complements the Hilsa more than the pungent fragrance of mustard oil. Fortune Kachi Ghani Mustard Oil has announced the launch of a special edition packaging designed to celebrate this iconic culinary event. Available exclusively in West Bengal and Tripura, this unique packaging highlights the rich tradition and cultural significance of the Hilsa fish.
The limited-edition pack features a striking design inspired by nineteenth-century Kalighat potchitro art, offering a visual tribute to the region’s artistic heritage. This initiative is complemented by a comprehensive promotional campaign that includes a television commercial, local cooking competitions, and various consumer engagement activities. To signify the artistic legacy of the region, the brand has decorated trams, which are traditional modes of transport in West Bengal with innovative paintings that showcase various traditions and practices associated with Hilsa. Kalighat art has been incorporated into these paintings to ensure they resonate with the local population. Additionally, these artistic trams serve to promote cultural pride and raise awareness about the rich culinary legacy of Hilsa in West Bengal.
To connect with the audience on a deeper level, a series of user-generated content (UGC) focusing on Bengali art and culture has been posted. A variety of point-of-sale materials (POSM) are also on display in stores to attract consumers. Radio promotions have helped to further amplify the campaign to reach a wider audience.
Senior vice-president of sales & marketing Mukesh Mishra commented on the launch, “We are excited to introduce our special Ilish pack during a season that holds immense cultural value for the people of West Bengal and Tripura. By incorporating the Kalighat-inspired design into our packaging, we aim to celebrate not only the Hilsa season but also the rich cultural traditions of the region. This initiative reflects our commitment to enhancing regional connections and resonating deeply with our consumers’ culinary traditions.”
For outdoor promotions, Adani Wilmar has been engaging in various compelling activities like fish market branding, installation of giant pack cut-outs, branding AC buses and metro branding, and restaurant branding. Outdoor hoardings and digital screens (OOH) were used to promote the new pack further. Competitions were hosted as part of society and fish market activations, with winners being invited to a mega finale event in August. Participants showcased their culinary skills by cooking delectable Ilish recipes, and the final winners will be celebrated by some of the region’s prominent chefs.
The special Ilish pack by Fortune Kachi Ghani Mustard Oil (KGMO) will be available for a limited time only during the months of July and August.
Mumbai: The onset of rain has inspired Adani Wilmar, an FMCG brand, to give an immersive, 3D twist to the newly launched #MonsoonWithFortune campaign. Crafted around its premier edible offering, Fortune Soyabean Oil, synonymous with quality and taste, is all set to welcome the monsoon season with a revolutionary new campaign.
Building on the inherent joy of indulging in pakodas during rainy days, Fortune has installed innovative hoardings across key locations in Lucknow, Kolkata and Pune. These hoardings feature a unique mechanism that transforms an empty plate into a mouthwatering platter of pakodas with the falling of the rains.
The eye-catching, bright yellow-and-green hoarding features an empty plate with the words, ‘Baarish Ka Intezaar’ (waiting for the rains) which instantly changes to ‘Pakode Hain Tayaar’ (pakodas are ready) with the pouring of the rains. It perfectly encapsulates the anticipation and excitement associated with the monsoon. This dynamic, interactive display is sure to garner attention and bring a smile to those passing by the hoarding.
Fortune has also launched a heartwarming TVC to further amplify the monsoon mood, capturing the season’s essence. The TVC, featuring the catchy tagline – ‘Yeh baarish phir se aayi hai, saath apne pakode ka mausam laayi hai’ (this rain has returned, bringing with it the much-loved season of pakodas), focuses on the shared experience of enjoying pakodas made by our mothers during the rainy season.
Adani Wilmar senior vice president of sales and marketing Mukesh Mishra said, “This innovative campaign is our way of celebrating the joy of monsoon and connecting with our consumers on a deeper level. We believe this creative approach will resonate with our audience and reinforce Fortune’s position as a brand that understands and embraces the traditions and flavours of Indian households.”
As part of the campaign, Fortune is offering an irresistible deal: Buy five litres of Fortune Soyabean Oil and get 400 gms of Fortune Besan absolutely free! This special offer is valid for a limited period and is a perfect opportunity to stock up on the essential ingredients for delicious pakodas.
With its innovative hoarding campaign and captivating TVC, Fortune is set to make this monsoon season truly memorable.
Mumbai: Adani Wilmar, one of the largest Food FMCG companies in India, has launched an exciting campaign titled ‘Holi ke rang, Fortune ke sang.’ This campaign resonates with the festive colors and fervor celebrated across the HSM (Hindi-speaking market) belt. Crafted to showcase Fortune’s premium offerings, including edible oils, besan, basmati rice, atta, pulses, sugar, and poha, the brand unveiled the campaign with a vibrant and captivating 70-second digital film to celebrate Holi, India’s cherished festival.
Conceptualised by Ogilvy India, the campaign film captures the essence of Holi as a festival cherished by every Indian. It vividly portrays the vibrancy of the festival through bursts of colors, showcasing the robust and euphoric celebrations observed across the country. The film takes the colorful celebration from the streets to the kitchen, where traditional Holi delicacies like gujiya and khasta mathiri are prepared using Fortune products, including kachi ghani mustard oil, soyabean oil, and sunflower oil. The film concludes with the message, “Toh aap bhi apne dhang se Holi manaiye aur Fortune se tyohaar ki ronak badhaiye! Kyunki Fortune ke har rang mein hai kuch khaas #Fortunewaliholi.”
The campaign deeply resonates with Fortune’s core brand values, reflecting its commitment to nurturing traditions and embodying the spirit of India. Through the portrayal of home-cooked dishes, the campaign emphasizes the significance of love and nurture within families—a message that Fortune has championed for years.
Adani Wilmar VP – sales & marketing Mukesh Mishra expressed his enthusiasm, stating, “Holi, the vibrant festival of colors, holds a special place in the hearts of millions across India. It’s a time when communities come together, transcending barriers, and spreading boundless happiness. At Fortune, we cherish these values deeply, and as a brand deeply rooted in the cultural fabric of India, we are thrilled to connect with our consumers on a more emotional level, especially in the HSM (Hindi-speaking markets) belt, where Holi holds profound significance.
Our commitment to promoting home cooking and healthier lifestyles is unwavering. However, we understand that festivals like Holi are not just about food; they are about creating memories, sharing joy, and strengthening bonds. That’s why our Holi initiative goes beyond providing cooking essentials. It’s about becoming a companion in moments of celebration and joy, enriching the festivities with the essence of home.
Following the success of past campaigns like ‘Pujo in the East,’ we are excited to replicate this feat with our Holi campaign. By doing so, we aim to establish Fortune not only as a cooking essential but also as a cherished part of the Holi celebrations—a brand that understands the cultural significance of the festival and resonates with the emotions it evokes.
At Fortune, we believe that “Ghar ka khana, ghar ka hota hai” (home-cooked food is the best). This isn’t just a tagline; it’s a philosophy that drives everything we do. And what better way to embody this philosophy than by celebrating festivals like Holi, which epitomize the essence of home, family, food, and joy? We are keen on connecting deeply with our consumers during these moments, not just as a brand but as a trusted companion, enhancing every aspect of their festive experience.
This Holi, let’s celebrate togetherness, happiness, and the flavors of home with Fortune. Because when it comes to creating cherished memories, every dish cooked with Fortune becomes a celebration in itself”.
