Fortune launches ‘Bhojan Bahini’ campaign to celebrate its edible oils heritage
With this launch, Fortune reinforces its position as a leader in the edible oil segment and a champion of regional flavors.
INDIA – Fortune, the flagship edible oil brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has rolled out its latest regional campaign titled ‘Bhojan Bahini’ (Food Force), celebrating the beloved pairing of Fortune Mustard Oil and Fortune Soyabean Oil.
Premiering on October 28, 2025, the campaign is designed to reinforce Fortune’s leadership in West Bengal and deepen its emotional connection with consumers through culturally resonant storytelling.
The centerpiece of the campaign is a regional feature film-style TV commercial starring two of Bengal’s most iconic personalities, cricket legend Sourav Ganguly and actor Abir Chatterjee.
The ad blends humor, drama, and nostalgia to showcase the role of Fortune oils in elevating the flavors of Bengal’s most cherished dishes.
The campaign’s core message, “choose quality over compromise,” positions Fortune’s mustard and soybean oils as the trusted choice for authentic, flavorful cooking.
The ‘Bhojan Bahini’ campaign is more than just a product promotion; it’s a celebration of Bengal’s rich food culture and the emotional bonds formed around home-cooked meals.
By casting Ganguly and Chatterjee in witty, never-before-seen avatars, Fortune taps into regional pride and culinary passion, making the oils not just ingredients but cultural staples.
According to AWL Agri Business, the campaign aims to strengthen brand loyalty and drive consumer engagement in a market where mustard and soyabean oils are household essentials.
The cinematic approach is a strategic move to stand out in a competitive category and appeal to younger audiences who value storytelling and authenticity.
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