Mumbai: Fortune, a staple brand and part of AWL Agri Business Ltd (formerly Adani Wilmar Ltd), has launched its latest campaign on the occasion of World Heart Day, featuring a quirky and humorous TVC for Fortune Rice Bran Health Oil (FRBH). The film delivers a strong wellness message with a lighthearted take — “Swipe Away Bad Cholesterol.”
The TVC opens in a luxury residential society where men in padded yellow bodysuits, representing “bad cholesterol,” attempt to enter a household after a heavy weekend meal. They are stopped at the door by the vigilant lady of the house, who refuses to let them in — underscoring the role of Fortune Rice Bran Oil in keeping cholesterol in check. The creative highlights how rice bran oil, naturally enriched with oryzanol and unsaturated fats, helps maintain a healthier cholesterol balance (IMARC Group Report).
Talking about the new campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Limited, said, “As a brand present in millions of kitchens, our aim is to tell everyday stories with a relatable touch. Today, more and more Indian consumers are suffering from High Cholesterols—more than 25% of Adult Indians have high cholesterols. We believe food is love, and how we cook reflects what we care for. With this campaign launched on World Heart Day, we wanted to spark conversations on the small choices that make a big difference, starting with what we cook in—this can help change our and our Loved one’s health and ensure a healthier future.”
Extending the message beyond television, Fortune also executed high-impact on-ground activations across Mumbai at Juhu Beach, Bandra station, Andheri Metro, and Lokhandwala. Actors dressed as “cholesterol guys” humorously engaged with the public, showcasing how indulgent eating habits attract cholesterol — only to be chased away by the Fortune Rice Bran Oil mascot. These interactive stunts created curiosity and drove home the campaign’s health-conscious message.
Through this campaign, Fortune Rice Bran Oil strengthens its position as a trusted kitchen partner, promoting smarter cooking habits and healthier hearts for modern Indian consumers.
