Adani Wilmar has launched a brand film that spotlights the easy-to-knead quality and convenience of its Fortune Chakki Fresh Atta. The film conceptualised by Ogilvy seeks to reinforce the brand’s message of ‘roti ki mehnat’.
The video unfolds by showcasing a regular work day in the life of a policewoman, entailing various kinds of law and order challenges. As the protagonist returns home along with her husband after a demanding day, the film focuses on the unsaid synergy and bonding between the couple. As she gets another late-night call summoning her back on duty, the man's gesture of feeding his wife underlines the harmonious bond that the couple shares, supporting each other's aspirations while sharing household responsibilities.
Vineeth Viswambharan, associate vice president, marketing and sales, Adani Wilmar, said, "Fortune Chakki Fresh Atta is one of the fastest-growing brands in the category. Consumers vouch for its consistently great quality, which makes it easy to knead and consistently deliver soft rotis. Over the years, we have come to better understand our consumers and their lives, as well as the role that Fortune plays in their lives. We seek to make their lives a little easier through a perfectly ground atta that is easy to knead and makes delicious soft rotis. This film is a labour of love, a tribute to the lives of those we serve. Of the trials and tribulations of earning our daily bread (Roti Ki Mehnat). Of the warmth & harmony of Indian homes today. Of the shared responsibility among couples to balance home and work. We hope it will touch you, the way it touched us."
Puneet Kapoor, chief creative officer, Ogilvy South, said, "While contemplating the product proposition of a flour that effortlessly binds, we recognised the irony: easy to knead, yet hard-earned. This reflects the daily struggle of numerous Indian middle-class families, where couples toil tirelessly, whether in the workplace or as homemakers, just to put bread on the family table. This ad is an ode to such working-class heroes."
The film was rolled out on digital platforms such as YouTube, Instagram, and Facebook on 2 December.