Ogilvy South and Fortune Oils Celebrate the Tradition of Home Cooked Indian Food

Fortune Oils is one of the best recognised and loved brands across India. Consumers across regions and across generations using various kinds of oils all under the Fortune brand have come to trust it and the Fortune fan base keeps growing year on year.

While the brand advertises its variants like mustard oil, sunflower oil, soya oil and many others under different product pegs, the mother brand Fortune sits on a much larger platform – ‘Ghar ka khana, Ghar ka khana hota hain’, the belief that nothing really comes close to home cooked food. This is a universal truth and a deep rooted emotion which only a brand of Fortune’s stature can own.

Fortune Oils’ latest campaign unveils their brand ambassador Akshay Kumar, who enjoys immense popularity and commands respect across India. Not only is he recognised and loved across the country, but like brand Fortune, Kumar too is rooted in tradition and family values. The fact that his early years were spent in the food industry made the fit even stronger.

Taking forward the brand’s message, Fortune Oils’ latest TVC shows Kumar spending time with army jawans at a camp – drawing on his association and support for the Indian Army.

On interacting with the jawans, Kumar realises that one of the things they miss is home-cooked food. Overwhelmed and humbled by the soldiers’ sacrifice and commitment to keeping the nation safe, Kumar expresses his wish to cook for them. A different side of Kumar comes alive, something not seen before – his pre Bollywood avatar, Rajiv Bhatia. Kumar then proceeds to cook a delicious, just-like-home meal, including the army men’s favourites.

Conceived and executed by Ogilvy South, this film celebrates the idea of home cooked food and the emotional attachment we all have with it in a fresh and interesting story.

Piyush Pandey Executive Chairman & Creative Director, Ogilvy South Asia said, “The film continues on the theme of ‘ghar ka khana’ but this time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home. Akshay Kumar is a good fit because he has been a Chef in his early days (before he became a Bollywood star). I am sure he will touch the hearts of people and strengthen Fortune Oils connect with the people of India.”

Angshu Mallick, COO, Adani Wilmar Ltd added, “Fortune Oils’ communications have always been about connecting with our consumers on an emotional level. So when we were considering a brand ambassador, who better than Akshay Kumar. He is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious person, Akshay epitomises all the values that Fortune stands for and is the perfect representative for our brand.”

Azazul Haque, CCO, Ogilvy South commented, “The idea of choosing Akshay Kumar as a brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision. Also Akshay has good credibility as a food expert because of his affiliation with world famous cookery shows and his own past with the food industry. From there the idea of him cooking for others generated. Because of his strong associations with the Indian Army, we thought a story of him cooking for the jawans, who miss ‘Ghar ka khana’ the most will make for an emotionally engaging plot. Because ‘Ghar ka khana, ghar ka khana hota hai’ is not just a positioning, but also an emotion. The premise that one misses home cooked food when away from home is a human truth.”


Executive Chairman & Creative Director, Ogilvy South Asia: Piyush Pandey
Chief Creative Officers, Ogilvy South: Azazul Haque, Mahesh Gharat
Executive Vice President & Head of Advertising: Tithi Ghosh
Senior Vice-President, Planning: Sreenesh Bhat
Creative team: Sagar Prajapati, Vivek Srivastava, Debabrata Naskar
Strategy & Planning: Shreyaa Ranjan
Account Management: Sandra Patrao, Priyank Vaghela, Elizabeth Joseph
Agency producer: Rajib Baruah
Client: Adani Wilmar Ltd.
Brand: Fortune Edible Oils
Chief Operating Officer: Angshu Mallick
Adani Wilmar’s marketing team: Ajay Motwani, Kaushal Desai, Sanjay Adesara

Source: Campaign Brief Asia

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