Campaign India Team
Oct 30, 2017

Akshay Kumar goes back to becoming Rajiv Bhatia

Watch the film conceptualised by Ogilvy South here

Any story featuring the armed forces is always fascinating and this one is no different. The tales and travails of Indian armed forces have been captured well in many movies. But this commercial has a twist. When film star Akshay Kumar has a throwback moment, it's much to the delight of the Indian soldiers.

Angshu Mallick, COO, Adani Wilmar said, "Our brand communication has always been about connecting with consumers at an emotional level. Akshay Kumar is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious, he epitomises all the values that Fortune stands for and is the perfect representative for our brand."
 
Piyush Pandey executive chairman and creative director, Ogilvy South Asia said, "The film continues on the theme of 'ghar ka khana'. This time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home." 
 
Akshay Kumar has been a chef his early days before he became a Bollywood star and hence could bring in a level of authenticity to the script.  
 
Azazul Haque, CCO, Ogilvy South adds, "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." 
 
From there the idea of Kumar 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. "The premise that one misses home cooked food when away from home is a human truth," said Haque.
 
 
CREDITS
 
Client: Adani Wilmar Ltd.               
Brand: Fortune Edible Oils
Chief operating officer: Angshu Mallick
Adani Wilmar’s marketing team: Ajay Motwani, Kaushal Desai, Sanjay Adesara
 
Agency: Ogilvy South
Executive chairman and creative director, Ogilvy South Asia: Piyush Pandey
Chief creative officers, Ogilvy South: Azazul Haque, Mahesh Gharat
Executive vice president and head of advertising: Tithi Ghosh
Senior vice president, planning: Sreenesh Bhat
Creative team: Sagar Prajapati, Vivek Srivastava, Debabrata Naskar
Strategy and planning: Shreyaa Ranjan
Account management: Sandra Patrao, Priyank Vaghela, Elizabeth Joseph
Agency producer: Rajib Baruah
Source:
Campaign India

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