AWL Agri Business has introduced a limited-edition Uttarayan-themed festive pack for Fortune Cottonlite Refined Cottonseed Oil in Gujarat, reinforcing its deep cultural connect with the state. The initiative is part of the brand’s new regional campaign titled ‘Pakko Gujarati’, which highlights Gujarat’s rich food traditions and the role of cottonseed oil in both every day and festive cooking.
The festive pack was unveiled at an on-ground event in Ahmedabad and features packaging inspired by Gujarati art, culture and Uttarayan festival motifs. Theatre and film personality Siddharth Randeria was present at the launch, while actors Apara Mehta, Tiku Talsania and Puja Joshi have also been roped in to amplify the campaign’s regional appeal.
Cottonseed oil has long been a staple in Gujarati households, especially during festivals like Uttarayan, when traditional dishes take centre stage. By spotlighting this culinary legacy, Fortune aims to strengthen its emotional bond with local consumers and position Cottonlite as a trusted choice for both daily meals and festive celebrations.
Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business, said that Gujarat holds a special place for the company, being its home state. He added that food plays a vital role in bringing families together during festivals, and the ‘Pakko Gujarati’ campaign is designed to celebrate this shared cultural pride in an authentic way.
The Uttarayan-themed pack will be available for a limited time during the festive season. Fortune Cottonlite Refined Cottonseed Oil is positioned as a versatile cooking oil and contains tokko-ferol, a natural antioxidant. The campaign will run across regional television, digital platforms, radio, outdoor media and in-store activations across key markets in Gujarat.
