Fortune Plus Soyabean Oil has unveiled a new television commercial focused on the idea of maintaining food freshness throughout the day, tapping into the long-held cultural belief in consuming meals that are freshly prepared. The film uses light humour to contrast a mother’s familiar advice about fresh food with the often-overlooked role that cooking oil plays in preserving taste and quality over time.
Video Link: https://www.youtube.com/watch?v=-3wguk9Ve1o
The campaign is built on the insight that cooked food can lose its aroma, flavour and perceived freshness when prepared with oils that do not retain their properties for long. Through this narrative, the TVC positions Fortune Plus Soyabean Oil as a solution designed to help meals stay fresh for extended periods. The communication also highlights the presence of tokko-ferol, which the brand describes as a natural antioxidant contributing to longer-lasting freshness.
Speaking about the campaign, Jignesh Shah, head – media and digital at AWL Agri Business, said that mothers have traditionally emphasised the importance of eating fresh food. He added that the film brings this everyday advice to life by showing how the right cooking oil choice can help families enjoy food that remains tasty, nutritious and fresh even hours after preparation.
The TVC reflects a common household scenario where meals are cooked in advance, packed for lunch or consumed later in the day. By anchoring the story in a relatable family setting, the campaign aims to address concerns around food losing quality over time while reinforcing the brand’s freshness-led proposition.
