If there is one thing that unites Indians, it is their love for food. And at the onset, the Fortune Kachi Ghani Mustard Oil film sets the premise of this universality. The campaign showcases the connection of mustard oil with Indians; ; for after all, mustard oil is more than just a cooking medium and speaks the culture and traditions that come with it.
Conceptualised and created by Ogilvy, the film is also paired with the brand’s new sonic branding.
From frying pakodas to making traditional sweets and even every-day food, the film emphasises the taste and flavour of mustard oil as well as its deep connection with tradition and rituals.
This connect is further strengthened by collaborating with folk singer Malini Awasthi to create music that resonates with people.
Sanjay Adesara, Marketing Head of Fortune Oils, said, “Mustard oil has gained prominence in recent years due to its health benefits and cultural relevance in Indian cuisine. Fortune KGMO leverages this shift to mustard oil by showcasing how it connects with the traditions and cultures of Indians. We discovered that unlike other oils in India, mustard oil is not just another cooking oil, but a connection to the traditions and cultures of Indians. Our TVC illustrates the same, as we showcase the different moments in our life where mustard oil plays a prominent role and how Fortune KGMO plays a pivotal role in enhancing these culinary, cultural and traditional experiences.”
“Fortune Kachi Ghani Pure Mustard oil is one of the most popular and loved traditional oil brands being used in households in North India. Fortune Mustard oil is not merely a cooking oil, it is the bearer of culture and tradition. With myriad rituals and dishes woven around it the brand also ties together different places on the map,” said, Tithi Ghosh, President & Head of Office, Ogilvy South. “With many local brands trying to stake claim in households in North India, our task was to remind our audience about the legacy of the Fortune brand and its widespread popularity. The brand is a cultural symbol, one that transcends food. We have brought this to life through the jingle, the color and richness of rituals and cooking. The ad is an ode to both the brand and the unique cultural fabric of North India.”
Credits
Client: Adani Wilmar
Brand: Fortune Edible Oil & Foods
Agency: Ogilvy, Bangalore
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]
