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Tag: Fortune

  • It is crafted by Ogilvy India and directed by Piyush Pandey

    Fortune celebrates ‘Ghar Ka Khana’

    Adani Wilmar has unveiled its latest brand campaign for Fortune, its flagship edible oil brand. Titled ‘Ghar Ka Khana Ghar ka khana hota hai’, it is crafted by Ogilvy India and directed by Piyush Pandey.

    Said Mukesh Mishra, Vice President – Sales & Marketing, Adani Wilmar:  “We aim to inspire people to rediscover the pleasure of cooking and savouring homemade dishes, fostering stronger bonds with their loved ones. At Fortune, we believe that home cooking is more than just preparing a meal; it is an experience of the senses.”

    Added Piyush Pandey, Chief Advisor at Ogilvy India: “Fortune has consistently celebrated the joys of eating at home with its message – ‘Ghar ka khana, ghar ka khana hota hain’. We decided to take that thought to the next level by setting the narrative about home-cooked food in a restaurant… We anticipate that the phrase, ‘Ghar ka khana, ghar ka khana hota hain’ will catch on in a big way and stay in people’s minds for years to come.”

  • Celebrations in Ayodhya

    Fortune Brand unveils plans for Ram Mandir consecration

    By Our Staff

     

    Adani Wilmar, the foods and FMCG company, has unveiled its plans to join the celebrations on the Ram Mandir consecration.

     

    The company, under its renowned brand Fortune, has curated a series of delightful activities that promise to add to the festive spirit.

     

    Vineeth Viswambharan
    Vineeth Viswambharan

    Said Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar: “Fortune is excited to be a part of these celebrations. The Ram Mandir consecration celebrations in Ayodhya hold immense significance to those who will gather at Ayodhya from across the globe. We have planned to fascinate visitors with a carefully curated range of special traditional delicacies befitting the occasion, all prepared entirely using the range of Fortune products.”

     

    Simultaneously, the brand is also leveraging television with its sponsorship for the entire duration of the Sony TV show Shrimad Ramayan, which coincides with the celebrations at Ayodhya. The sponsorship will integrate Fortune Master Brand, Chakki Fresh Atta, Soyabean Oil, Mustard Oil, Soya Nuggets, Besan, Rice Bran Oil, and Kohinoor Basmati Rice. Television commercials for all these categories will be on air for this duration.

     

  • Created by Ogilvy South

    Fortune Chakki Fresh Atta launches TVC

    By Our Staff

     

    Adani Wilmar, the food and FMCG company, has launched a new TVC.

     

    Speaking about the TVC, Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar, 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.”

     

    Added Puneet Kapoor, Chief Creative Officer, Ogilvy South: “While contemplating the product proposition of a flour that effortlessly binds, we recognised 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.”

     

     

  • Conceptualised and created by Ogilvy

    Fortune launches Mustard Oil TVC campaign

    By Our Staff

     

    Fortune, the edible oil brand, has released its new master brand campaign conceptualised and created by Ogilvy.

     

    Said Sanjay Adesara, Marketing Head of Fortune Oils, on the launch of the campaign:  “Home-cooked food holds a special place in the heart of every Indian. With rising health consciousness, a reconnection to our roots, and the desire to explore and experiment with various cuisines, more and more Indians are turning to home-cooked food. We at Fortune have always championed home-cooked food and wanted to celebrate this relationship people have with home-cooked food as it enables the formation of new bonds, strengthens old ones, and helps the maker express their love, care and affection for others.”

     

    Added Tithi Ghosh, President & Head of Office, Ogilvy South: “The Fortune brand, which built its equity through cooking oils, now spans a wide range of kitchen staples like Atta, Rice, Besan, Dals. The stature of the brand is derived from not just oils but this range. Our task is to continue to build this stature and scale for Fortune. Fortune over the last decade has consistently spoken about the ‘value’ of home cooked food. This value extends beyond the health, wholesome taste aspect, to intangible values of love and nurturance. The platform is universal and timeless, only needing a gentle refresh in terms of the depiction of our audiences whose lifestyles and identities are evolving. The brand wants to be seen as more inclusive as it reminds its diverse users – men and women, young and old who are using multiple Fortune products, of the emotion behind home cooked food. While being made from the same ingredients, it’s the love, care that adds a special flavor and taste to the dishes which ultimately distinguishes one cook from the other.”

     

  • Senior journalist and Editor Anto T Joseph will be joining The New Indian Express as Resident Editor (Tamil Nadu)

    Anto Joseph to join New Indian Express as RE (Tamil Nadu)

    By Our Staff

     

    Senior journalist Anto T Joseph is all set to join The New Indian Express as Resident Editor (Tamil Nadu), it is learnt. Based out of the paper’s headquarters in Chennai, Joseph will be in charge of all the half dozen editions in the state. He is likely to take charge on Monday, August 2, our sources tell us.

    Joseph has worked with The Economic Times, Deccan Chronicle Group and DNA in various editorial roles including Editor (Infrastructure) at ET, Resident Editor of Financial Chronicle and Managing Editor of DNA. Recently, he flagged off a ‘much-viralled’ series of articles called ‘Who owns your Media’ at Newslaundry. He also wrote for Fortune, Mint, The Caravan and Money9, in the last two years.

    A British Chevening scholar, Joseph has worked with The Guardian (UK) and La Vanguardia (Spain) in the past.

  • The film is shot in three different languages to connect with key regional audiences

    Fortune brings tech & food together in ad film by Ogilvy South

    By A Correspondent

     

    Ogilvy has unveiled its latest ad film for Fortune Oils that aims to appeal to younger audiences. The film is shot in three different languages to connect with key regional audiences.

     

    Said Piyush Pandey, Chief Creative Officer Worldwide, Executive Chairman India, Ogilvy said: “Fortune has always saluted home cooking and makers of home food. It also tries to stay contemporary and the new ad tries to capture that spirit. I am very happy that it is going to be shared with a lot of people in this country.”

     

    Added Angshu Mallick, Deputy CEO, Adani Wilmar Ltd. said: “Fortune Oil always stood by the philosophy that there is nothing like home cooked food. We found this concept fresh, engaging and it takes the brand ahead. This story puts the kitchen in the centre of the home and Fortune brand at the centre of the kitchen. We felt, in today’s time, that people will relate to this story where use of technology is very common.”

     

    Added Tithi Ghosh, Managing Partner, Ogilvy South: “There is no joy greater than eating home cooked food – is a universal insight. For the brand to be in tune with changing lifestyle codes it is important to refresh the brand’s thematic communication with stories that borrow from these new cultural codes. Tonality of the communication continues to be charming and authentic. This time the campaign has been shot in three different languages for even greater authenticity.”

     

     

  • Master Brand Award is conferred upon the brands that appeal to mass value seeker to premium set of consumers, while constantly keeping in mind a consumer-centric FMCG approach

    Fortune cooking oil wins the Master Brand Award

    By A Correspondent

     

    Mr. Angshu Mallick, COO, Adani Wilmar Ltd.receiving the Master Brand Award 2012-12 for Fortune by 2012-13

    The Fortune brand from Adani Wilmar Ltd, the leading manufacturer and distributor of cooking oils, was recognised with the Master Brand Award for 2012-13 by the Chief Marketing Officer (CMO) Council and Chief Marketing Officer (CMO) Asia. The Master Brand trophy and citation was received by Angshu Mallick, Chief Operating Officer (COO), Adani Wilmar Ltd in Mumbai.

     

    The award was presented by Dr David Forbes, President and CEO of Forbes Group, USA and Donovan Neale-May, Executive Director, CMO Council.

     

    On the occasion  Mr Mallick said, “It is an honour to be bestowed with this prestigious award and to be considered among the most trusted and preferred brands in the country. After a decade of success in the Indian market, with our relentless dedication to quality, innovation and health we continue with our commitment of bringing the best to the Indian markets.”

     

    The Master Brand Award is conferred upon the brands that appeal to mass value seeker to premium set of consumers, while constantly keeping in mind a consumer-centric FMCG approach.