The ‘Desi Chana Se Bana’ film, conceptualised by Mudra Ahmedabad, brings a grandmother and her Gen Z food-influencer granddaughter together to highlight the importance of ingredient choices.

Fortune Besan has launched a new television commercial featuring actor Neena Gupta as part of its ‘Desi Chana Se Bana’ campaign, spotlighting the role of desi chana in making besan. The campaign will run across Hindi-speaking markets, including Maharashtra.

The film revolves around a familiar kitchen interaction between a grandmother and her Gen Z granddaughter, who is also a food influencer. As the granddaughter prepares palak pakodas, she turns to her grandmother for advice on selecting besan. The conversation brings traditional kitchen wisdom face-to-face with a younger generation’s enthusiasm for experimenting with food and discovering new recipes.

Through this everyday exchange, the campaign positions the use of desi chana as a key consideration when choosing besan, while connecting the product with familiar Indian cooking traditions.

Jignesh Shah, Head – Media and Digital, AWL Agri Business, said the campaign draws on the way food choices are shaped by habits and knowledge passed down through generations. He added that besan remains a staple ingredient in Indian kitchens, used in everything from everyday meals to festive favourites.

Conceptualised by Mudra Ahmedabad, the film uses relatable storytelling to bring the campaign proposition to life. Shekhar Pandey, Vice President and Head at Mudra Ahmedabad, BBDO Group, said the idea stemmed from the insight that while cooking styles and recipe discovery continue to evolve, the wisdom behind choosing ingredients often comes from older generations.

With Neena Gupta bringing warmth and credibility to the grandmother’s role, Fortune Besan uses the campaign to connect product messaging with family relationships and everyday food choices.