Adani gets the ace badminton player in less than a crore to promote its new brand Fortune Plus, a low absorption oil.
Hitesh Ranot | Delhi | September 24, 2010
Adani Wilmar Ltd, the leading manufacturer and distributor of edible oils, has launched Fortune Plus, the new healthy & light edible oil under the flagship brand âFortuneâ. The company has also signed the ace badminton player, Saina Nehwal as the brand ambassador for the new product.
This is Sainaâs first professional nationwide contract for one year which is extendible. It is believed that Adani has signed the player in less than Rs.1 crore. Besides, Saina has been associated with Deccan Chronical for a long time which sponsors her sporting expenses.
Under the new contract Saina will feature in all promotion activities for Fortune Plus which include TVCs and Print ads. The soon to be launched campaign is conceptualized by Ogilvy Bangalore, the creative partner for the Fortune brands of Adani Wilmar.
Adani Wilmarâs Fortune Plus is a unique product offering a variety of special features to appeal to the young and health conscious India. Fortune Plus is the official cooking oil licensee for the Indiaâs largest sporting extravagance, Commonwealth Games 2010.
Adani Wilmar Limitedâs flagship brand Fortune which was launched in the year 2000 requires no introduction. Fortune went on to become the No.1 edible oil brand within 20 months of its inception and is an integral part of many Indian households today. Fortune has won many accolades in its journey of 10 years such Readerâs DigestÂ Most trusted brand for consecutively 3 years since 2006 and for the year 2009-10 it has been accorded the status of a âSuper Brandâ in the country.
Fortune was recently repositioned with a new mantra of âJoy of Eating' to further strengthen its market share.
Commenting on the launch, Pranav Adani, Managing Director, Adani Wilmar Ltd. said, âModern buyer is increasingly health conscious and the notion of âhealthy indulgenceâ is driving the need for product innovation. Our core focus this year has been to offer healthy products readily to the Indian consumers. With the launch of Fortune Plus, we aim to replicate our success with our other brands in the countryâ.
Commenting on her association with the brand, Saina Nehwal, Brand Ambassador, Fortune Plus said, âI am delighted to be associated with Fortune Plus. Fortune Plus cooking oil not only makes the food delicious but is also a rich source of vitamin A& D, helping in my fitness.â
With the pan India launch, Fortune Plus will be available in two variants namely Sunflower and Soyabean , at leading outlets across country in the consumer packs of 1 Litre â Pet & Pouch, 5 Liter - Jar and 15 Litre - Jar.