TV commercial rolls out in key markets of Uttar Pradesh and Bihar, backed by focused BTL activations
Fortune, the flagship edible oil brand from AWL Agri Business (formerly Adani Wilmar), has unveiled the third season of its campaign ‘Achaar Ka Perfect Jodidaar’ for Fortune Kachi Ghani Mustard Oil. This latest phase introduces a new mascot – the lovable and nostalgic figure of ‘Naani’ – celebrating the age-old tradition of pickle-making.
The campaign aims to reconnect consumers with the deep-rooted culinary practices that grandmothers have kept alive for generations. With ‘Naani’ as the central figure, Fortune seeks to pay homage to those who have lovingly preserved the essence of homemade pickles – a symbol of heritage, warmth, and timeless family traditions.
Speaking about the initiative, Mukesh Mishra, Joint President – Sales and Marketing, AWL Agri Business, shared:
“At Fortune, we see food as more than sustenance. It’s about memory, emotion, and connection. Through ‘Achaar Ka Perfect Jodidaar’, we’re once again honouring the traditional art of pickle-making and the elders who’ve safeguarded these cherished practices. As modern life moves at a fast pace, this campaign is a reminder to return to our roots. These cultural nuances help us engage meaningfully with our audience and reflect our commitment to regional culinary values.”
A charming illustration of the ‘Achaar Maker Naani’, proudly holding a jar of homemade pickle, now features on the 1-litre pouch of Fortune Kachi Ghani Mustard Oil. This packaging serves as both a tribute and a visual cue that ties the product to its cultural significance.
The campaign’s rollout includes a dedicated TV commercial targeting key Hindi-speaking regions, particularly Uttar Pradesh and Bihar. It is further strengthened through focused below-the-line (BTL) activations, designed to enhance local engagement and reinforce the brand’s deep regional connect.
