Imagine a day when nothing is going your way at work. But when mid-day arrives and you open your lunch box to home-cooked deliciousness – all the worries fade away and all the stress seems irrelevant. Food has the power to do that, and even better when it is home-cooked. After all, ‘Ghar ka khana, ghar ka khana hota hai’ as Fortune has reminded us earlier.
Featuring a montage of families enjoying home-cooked meals and bonding over their favourite foods, the ad features brand ambassador Akshay Kumar who explains the connect between love and food.
Conceptualised and created by Ogilvy, the film is paired with the brand’s new sonic branding.
Sanjay Adesara, Marketing Head of Fortune Oils, said, “Home-cooked food holds a special place in the heart of every Indian. With rising health consciousness, a reconnection to our roots, and the desire to explore and experiment with various cuisines, more and more Indians are turning to home-cooked food. We at Fortune have always championed home-cooked food and wanted to celebrate this relationship people have with home-cooked food as it enables the formation of new bonds, strengthens old ones, and helps the maker express their love, care and affection for others.”
Tithi Ghosh, President and Head of Office, Ogilvy South, said, “The Fortune brand, which built its equity through cooking oils, now spans a wide range of kitchen staples like atta, rice, besan, dals. The stature of the brand is derived from not just oils but this range. Our task is to continue to build this stature and scale for Fortune. Fortune over the last decade has consistently spoken about the ‘value’ of home cooked food. This value extends beyond the health, wholesome taste aspect, to intangible values of love and nurturance. The platform is universal and timeless, only needing a gentle refresh in terms of the depiction of our audiences whose lifestyles and identities are evolving. The brand wants to be seen as more inclusive as it reminds its diverse users – men and women, young and old who are using multiple Fortune products, of the emotion behind home cooked food. While being made from the same ingredients, it’s the love, care that adds a special flavour and taste to the dishes which ultimately distinguishes one cook from the other.”
Credits:
Client: Adani Wilmar
Brand: Fortune Edible Oil & Foods
Agency: Ogilvy, Bengaluru
Chairman of Global Creative & Executive Chairman, India: Piyush Pandey
President & Head of Office, Ogilvy South: Tithi Ghosh
Production House: Poonam Wahi Films
Director (film): Prashant Madan
Feedback: [email protected]
