Mumbai: Adani Wilmar, one of the largest Food FMCG companies in India, has launched an exciting campaign titled 'Holi ke rang, Fortune ke sang.' This campaign resonates with the festive colors and fervor celebrated across the HSM (Hindi-speaking market) belt. Crafted to showcase Fortune’s premium offerings, including edible oils, besan, basmati rice, atta, pulses, sugar, and poha, the brand unveiled the campaign with a vibrant and captivating 70-second digital film to celebrate Holi, India’s cherished festival.
Conceptualised by Ogilvy India, the campaign film captures the essence of Holi as a festival cherished by every Indian. It vividly portrays the vibrancy of the festival through bursts of colors, showcasing the robust and euphoric celebrations observed across the country. The film takes the colorful celebration from the streets to the kitchen, where traditional Holi delicacies like gujiya and khasta mathiri are prepared using Fortune products, including kachi ghani mustard oil, soyabean oil, and sunflower oil. The film concludes with the message, “Toh aap bhi apne dhang se Holi manaiye aur Fortune se tyohaar ki ronak badhaiye! Kyunki Fortune ke har rang mein hai kuch khaas #Fortunewaliholi.”
The campaign deeply resonates with Fortune’s core brand values, reflecting its commitment to nurturing traditions and embodying the spirit of India. Through the portrayal of home-cooked dishes, the campaign emphasizes the significance of love and nurture within families—a message that Fortune has championed for years.
Adani Wilmar VP - sales & marketing Mukesh Mishra expressed his enthusiasm, stating, “Holi, the vibrant festival of colors, holds a special place in the hearts of millions across India. It's a time when communities come together, transcending barriers, and spreading boundless happiness. At Fortune, we cherish these values deeply, and as a brand deeply rooted in the cultural fabric of India, we are thrilled to connect with our consumers on a more emotional level, especially in the HSM (Hindi-speaking markets) belt, where Holi holds profound significance.
Our commitment to promoting home cooking and healthier lifestyles is unwavering. However, we understand that festivals like Holi are not just about food; they are about creating memories, sharing joy, and strengthening bonds. That's why our Holi initiative goes beyond providing cooking essentials. It's about becoming a companion in moments of celebration and joy, enriching the festivities with the essence of home.
Following the success of past campaigns like 'Pujo in the East,' we are excited to replicate this feat with our Holi campaign. By doing so, we aim to establish Fortune not only as a cooking essential but also as a cherished part of the Holi celebrations—a brand that understands the cultural significance of the festival and resonates with the emotions it evokes.
At Fortune, we believe that "Ghar ka khana, ghar ka hota hai" (home-cooked food is the best). This isn't just a tagline; it's a philosophy that drives everything we do. And what better way to embody this philosophy than by celebrating festivals like Holi, which epitomize the essence of home, family, food, and joy? We are keen on connecting deeply with our consumers during these moments, not just as a brand but as a trusted companion, enhancing every aspect of their festive experience.
This Holi, let's celebrate togetherness, happiness, and the flavors of home with Fortune. Because when it comes to creating cherished memories, every dish cooked with Fortune becomes a celebration in itself”.
