Adani Wilmar has rolled out a new campaign for their flagship edible oil brand, Fortune. Ogilvy & Mather has been behind the campaign.
Speaking about the task at hand, Prateek Srivastava, group president, south, O&M said, "In keeping with Fortune refined oil's leadership status, Adani Wilmar wanted to position it as the oil that helped make the tastiest food."
Explaining the consumer insight that the campaign has stemmed from, Srivastava adds, "Consumer research tells us that for a variety of reasons, the joy has gone out of eating. Our campaign aims to communicate that there is no greater joy than the joy of eating good, tasty food."
Watch one of the TVCs here:
Titled 'Brother and sister', the commercial features a boy coming home after a tiring day at work. He does not even have the strength to remove his muddy shoes at the door, instead proceeding straight to heat a slice of leftover pizza. Just then, he receives a call from his sister, who is concerned about what he is having for dinner. The boy lies to her about eating mutter paneer and puris. Just then the sister asks him why he hadn't even removed his dirty shoes, which is when the boy realises that she's actually present in the house and has brought him freshly made mutter paneer and puris made in Fortune oil.
Srivastava says, that the commercial aims to bring back the joy of eating good, home-cooked food among the youth.
The media mix for the campaign includes TV, outdoor and POS.
The creative team that has worked on this campaign includes group creative directors Malvika Mehra and Amit Akali, creative director Deepak Joshi, copywriter Mishti Srivastava and art director C. Ravikumar. The film has been directed by Shivendra Singh Dungarpur of Dungarpur Films.