Regional TVCs and redesigned packs promote lighter, healthier cooking across southern India.
Fortune Sunflower Oil, part of AWL Agri Business (formerly Adani Wilmar), has unveiled a new proposition highlighting its ‘17% less oil absorption’ innovation. The launch is supported by a regional TVC campaign across Karnataka, Tamil Nadu, Andhra Pradesh, and Telangana, created by Ogilvy, and will extend to digital platforms and redesigned packaging.
The commercials showcase everyday dining scenarios where oily food leaves hands greasy, before positioning Fortune Sunflower Oil as the solution for lighter, healthier meals. The new formulation is available in 840g pouch and 5L jar packs, aimed at health-conscious consumers seeking both taste and wellness.
Focusing initially on southern markets, the campaign targets regions that cherish rich culinary traditions while increasingly prioritising healthier cooking options.
“At Fortune, we’ve always been committed to offering products that blend quality, taste, and health,” said Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business. “With our new ‘17% less oil absorption’ proposition, we address a key consumer need for lighter, healthier cooking without compromising on taste. Through our TVC and integrated digital campaign, we aim to connect with southern markets where rich food traditions and health consciousness go hand-in-hand.”
The campaign will run across television, digital channels, and on-ground activations, with messaging also reflected in updated packaging design.
With this innovation, Fortune Sunflower Oil strengthens its leadership in the edible oil category, combining science, consumer insight, and everyday wellness to encourage mindful, healthier cooking habits.
