Kolkata: AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) has unveiled the second edition of its Fortune Hilsa Campaign for Fortune Kachi Ghani Mustard Oil (KGMO), celebrating Bengal’s enduring love for Hilsa. Continuing its association with cricket legend Sourav Ganguly, the brand also welcomed acclaimed Bengali actor Abir Chatterjee to the Fortune family as its newest brand ambassador.
At the launch, the duo unveiled a special-edition Hilsa pack of Fortune Kachi Ghani Mustard Oil, West Bengal’s No. 1 edible oil (Source: AC Nielsen). The limited-edition design, inspired by 19th-century Kalighat Patachitra art, pays tribute to Bengal’s artistic and cultural heritage. Adding a nostalgic touch, both Ganguly and Chatterjee participated in a live Hilsa cook-off, showcasing their favourite recipes, followed by a felicitation ceremony.
Angshu Mallick, MD and CEO, AWL Agri Business Ltd., said: “Hilsa season evokes a sense of joy, nostalgia, and deep culinary pride among the people of Bengal. At the heart of this vibrant campaign lies a keen understanding of regional cultures and traditions, allowing us to build genuine connections with our consumers. We’re proud to have our Brand Ambassador Sourav Ganguly continue with us as a symbol of tradition and integrity, and this year, we welcome the talented Abir Chatterjee, whose spirit beautifully bridges Bengal’s rich heritage and dynamic present.”
Sourav Ganguly added: “Hilsa is not just food – it’s an emotion, a celebration, and a shared memory for every Bengali household. I am delighted to see Fortune celebrating this tradition with such a heartfelt and authentic approach. The aroma of mustard oil in a Bengali kitchen is the scent of joy and nostalgia.”
Abir Chatterjee, on joining as brand ambassador, said: “Being a Bengali, Hilsa and mustard oil are more than just ingredients – they are a part of our identity. I have grown up relishing Ilish cooked in mustard oil by my mother and grandmother, and Fortune Kachi Ghani Mustard Oil evokes that very flavour. That’s why associating with a brand that stands for authenticity and tradition, feels like coming home.”
To amplify the campaign, Kolkata’s fish markets—the epicentres of Hilsa culture—were transformed with Fortune branding and consumer activations. The streets of Kolkata also came alive with iconic buses and trams wrapped in campaign visuals, along with branded canters offering sampling sessions and interactive experiences, bringing the aroma of mustard oil and traditional recipes to life.
This campaign also coincides with Fortune’s 25-year milestone, marking its journey from a humble beginning in 2000 to becoming a trusted household brand, present in 1 in 3 Indian homes. By combining vibrant branding, hyper-local engagement, and authentic storytelling, the Fortune Hilsa Campaign has cemented itself as a cultural celebration for every Bengali kitchen.
