Fortune Refined Soybean Oil, India’s leading soybean oil brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has launched a warm and culturally rooted health-first campaign featuring Bollywood icon Akshay Kumar. The film draws inspiration from a familiar Indian habit – checking in on each other’s well-being during everyday conversations – to show how health is woven into the country’s social fabric.
The campaign opens with Akshay greeting neighbours, shopkeepers, and passersby with a simple but heartfelt, “Kaise ho? Sab theek?” This everyday gesture becomes the emotional anchor of the narrative. Fortune uses this insight to highlight that, in India, asking about someone’s health isn’t just politeness – it’s an expression of genuine care.
Speaking about the campaign, Mukesh Mishra, Joint President, Sales & Marketing at AWL Agri Business Ltd., said the intent was to show that Fortune Refined Soybean Oil is more than a kitchen staple – it’s a quiet caretaker that families trust. Choosing Fortune, he noted, means choosing health, safety, and well-being for loved ones.
The film blends this sentiment seamlessly with the brand’s message: “Jab Sehat Badhiya, Toh Sab Badhiya.” It subtly reinforces how good health fuels energy, happiness, and togetherness, all beginning with the mindful choices made in everyday cooking.
On the creative front, Puneet Kapoor, Chief Creative Officer – Ogilvy South, shared that the storytelling draws from India’s universal greeting rituals, which naturally place health at the centre of human connection.
Fortune Refined Soybean Oil, fortified with Nutri 5, offers benefits like improved vision, stronger bones, better cholesterol management, natural antioxidants, and enhanced immunity – strengthening its position as a trusted partner in Indian kitchens and homes.
