Ahmedabad: As Gujarat prepares to celebrate Uttarayan, AWL Agri Business Limited has launched its ‘Pakko Gujarati’ campaign along with a specially designed Fortune Cottonlite Refined Cottonseed Oil Festive Pack, paying tribute to the state’s rich culinary traditions and festive food culture.
The festive pack was unveiled at an on-ground event in Ahmedabad, attended by iconic Gujarati theatre and film personality Siddharth Randeria. As part of the campaign, Fortune has also onboarded popular cultural figures Apara Mehta, Tiku Talsania and Puja Joshi, whose personas reflect the warmth, pride and food-loving spirit synonymous with a ‘Pakko Gujarati’.
Uttarayan, one of Gujarat’s most cherished festivals, is closely tied to traditional home-cooked dishes such as undhiyu, puris and jalebi. Recognising the emotional and cultural significance of food during the festival, Fortune’s initiative aims to strengthen its bond with Gujarati households by celebrating local tastes and everyday cooking rituals.
Commenting on the launch, Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business Limited, said, “As a company headquartered in Gujarat, our relationship with the state is deeply personal. For us, Gujarat isn’t just a market it’s home, and we’ve grown up witnessing how a ‘Pakko Gujarati’ takes immense pride in the uncompromising taste of their kitchen, reflecting their strong culture. Food is a common thread that brings families together, especially during festivals like Uttarayan. Through the ‘Pakko Gujarati’ campaign and the Fortune Cottonlite festive pack, we are celebrating that bond and strengthening our connect with Gujarati households in a way that feels authentic.”
The limited-edition Fortune Cottonlite festive pack features a vibrant, hyperlocal design inspired by Gujarati cultural elements and kite-festival motifs. The packaging reflects the brand’s effort to celebrate regional traditions in a meaningful and authentic manner.
Cottonseed oil has long been a staple in Gujarati kitchens, valued for its versatility in everyday and festive cooking. Fortune Cottonlite Refined Cottonseed Oil is developed keeping these preferences in mind and contains tokko-ferol, a natural antioxidant that helps retain food freshness for longer durations.
The ‘Pakko Gujarati’ campaign is being amplified through an integrated marketing rollout, including regional television and digital films, a Gujarati jingle across radio and music streaming platforms, outdoor advertising, influencer collaborations and in-store activations across key markets in Gujarat.
The Fortune Cottonlite Refined Cottonseed Oil Festive Pack will be available across Gujarat for a limited period during the Uttarayan season.
