New Delhi: Fortune, India’s leading edible oil brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has launched its much-anticipated regional TV campaign, Bhojan Bahini (Food Force), aimed at strengthening its leadership in West Bengal. Featuring cricketing legend Sourav Ganguly and actor Abir Chatterjee, the campaign highlights the brand’s iconic mustard and soyabean oils as India’s No.1 Jodi.
The high-energy cinematic TVC blends humour, drama, and Bengal’s rich culinary heritage to communicate a simple yet powerful message — choose quality over compromise. Sourav and Abir appear as the witty “Food Police,” on a mission to discover the perfect Bengali meal, ultimately endorsing the unbeatable combination of Fortune Mustard Oil and Fortune Soyabean Oil.
Speaking on the campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said, “With Bhojan Bahini, we are celebrating Bengal’s unbreakable bond with food. Sourav and Abir perfectly embody the state’s love for authenticity and quality. Through this film, we’re reminding consumers that great taste and tradition begin with choosing the right ingredients, and in Bengal that means the No.1 jodi of Fortune Mustard and Soyabean Oils.”
The TVC, visually rich and emotionally resonant, captures the vibrant essence of Bengali cuisine — from the sizzle of luchis to the aroma of kosha mangsho — evoking nostalgia, pride, and appetite. The chemistry between Sourav’s charm and Abir’s humour adds an entertaining and relatable touch, enhancing the campaign’s fun and dramatic tone.
Rooted in regional culture yet carrying a universal appeal, Bhojan Bahini seeks to spark meaningful conversations in Bengali households about food, family, and the importance of quality over compromise. The campaign reinforces Fortune’s undisputed leadership in both the mustard and soyabean oil categories in West Bengal and beyond.
Watch the campaign here:
