ITV

Tag: Vineeth Viswambharan

  • Fortune launches Fortune Pehli Dhaar

    Fortune launches Fortune Pehli Dhaar

    Mumbai: Adani Wilmar Ltd (AWL), one of the largest food and FMCG companies and a leading edible oil player in India, has announced the launch of Fortune Pehli Dhaar first-pressed mustard oil. This launch will elevate the mustard oil category and offer a premium product which will cater to an audience that appreciates exceptional taste, purity, and tradition.

    The launch of the brand’s first-pressed mustard oil takes consumers back to the original essence of the product, which has been extracted from the finest mustard seeds sourced from Rajasthan, using the traditional wooden kolhu technique. The gentle pressing process retains and preserves the oil’s natural essentials, resulting in an unparalleled richness in every single drop and consumers can experience an explosion of mustard aroma, a deep, natural colour, and a taste that elevates the cooking to new heights.

    Fortune Pehli Dhaar first-pressed oil deeply resonates with Fortune’s core brand values of nurturing traditions and embodying the spirit of India. Through this product, which is made using the age-old process, the company wants to also emphasise the significance of purity and authenticity, thereby enhancing the culinary experience of its consumers.

    Welcoming the addition of a new product to the portfolio, Adani Wilmar associate vice president, marketing & sales Vineeth Viswambharan said, “We are thrilled to introduce Fortune Pehli Dhaar first-pressed mustard oil, a product that redefines the mustard oil experience for Indian consumers. In today’s era of high-speed mass manufacturing, our product stands in complete contrast, offering a cooking oil made using a slow and traditional process that preserves its great taste, rich aroma.”

    Fortune Pehli Dhaar caters to the discerning palates of our valued customers, offering an unparalleled return to authentic flavour. A comprehensive marketing campaign has been planned for Fortune Pehli Dhaar first-pressed mustard oil, which will leverage print and digital channels. The product will be made available in convenient 1L PET bottles and pouches across various sales channels such as general trade, modern format stores, and e-commerce across Delhi NCR, Kolkata, Lucknow, Mumbai, and Bengaluru.

  • Fortune Chakki Fresh Atta’s latest TVC celebrates ‘Roti Ki Mehnat’

    Fortune Chakki Fresh Atta’s latest TVC celebrates ‘Roti Ki Mehnat’

    Mumbai: Adani Wilmar, one of the largest food and FMCG companies in India, has launched a new TV commercial (TVC) spotlighting the exceptional ease and convenience that Fortune Chakki Fresh Atta brings to the lives of families, thus reinforcing the brand’s message of ‘Roti Ki Mehnat’. It highlights the product’s outstanding qualities, featuring a perfectly ground chakki atta that absorbs more water and is easy to knead.

    Set to go on air today, the TVC narrative leverages the theme of the campaign – ‘Roti Ki Mehnat’– that comes to the fore in a heart-warming narrative, featuring a working woman who returns home after a demanding day. What unfolds next is a tale of harmonious synergy and bonding between a young working couple as the woman effortlessly crafts perfect rotis using the easy-to-knead Fortune Chakki Fresh Atta.

    The interaction that ensues when the man breaks a chunk of the roti to feed his wife not only showcases the qualities of Fortune Chakki Fresh Atta, but also depicts the harmonious bond that modern couples share, supporting each other’s aspirations and sharing responsibilities. The easy-to-knead nature of the brand’s Atta offering also plays a pivotal role in enabling the couple to prepare flawlessly soft rotis with ease, adding convenience and joy to their lives. The TVC campaign will be extended across digital platforms like YouTube, Instagram, and Facebook for maximum visibility.

    Speaking about the TVC, Adani Wilmar associate VP, marketing & sales Vineeth Viswambharan said, “Fortune Chakki Fresh Atta is one of the fastest-growing brands in the category. Consumers vouch for its consistently great quality, which makes it easy to knead and consistently deliver soft rotis. Over the years, we have come to better understand our consumers and their lives, as well as the role that Fortune plays in their lives. We seek to make their lives a little easier through a perfectly ground atta that is easy to knead and makes delicious soft rotis. This film is a labour of love, a tribute to the lives of those we serve. Of the trials and tribulations of earning our daily bread (Roti Ki Mehnat). Of the warmth & harmony of Indian homes today. Of the shared responsibility among couples to balance home and work. We hope it will touch you, the way it touched us.”

    Ogilvy South chief creative officer Puneet Kapoor said – “While contemplating the product proposition of a flour that effortlessly binds, we recognized the irony: easy to knead, yet hard-earned. This reflects the daily struggle of numerous Indian middle-class families, where couples toil tirelessly, whether in the workplace or as homemakers, just to put bread on the family table. This ad is an ode to such working-class heroes.”

    Ranked number two in the industry, Fortune Chakki Fresh Atta is available in packs of 500 gm, 1 kg, 2 kg, 5 kg, and 10 kg. The company runs a network of state-of-the-art wheat atta & flour facilities across the country, where it produces Atta, Rawa, Suji and Maida for fresh supply across geographies. Earlier this year, the company entered the whole-wheat category with the Fortune brand by launching four variants, viz., Sharbati, Poorna 1544, Lokwan and MP Grade 1. Fortune Chakki Fresh Atta promises 100 per cent Atta, 0 per cent Maida, the traditional Chakki process, high-quality wheat, the promise of soft roti, and ease of kneading. The launch of this new TVC marks another significant step for Adani Wilmar as it continues to grow its portfolio, which focuses on high-quality consumer goods products.