Fortune Oils’ latest campaign unveils its brand ambassador Akshay Kumar, a recognised and loved face across the country and its tagline ‘Ghar ka khana, Ghar ka khana hota hain’ – the belief that nothing really comes close to home-cooked food. Like Fortune, Akshay Kumar too is rooted in tradition and family values and the fact that his early years were spent in the food industry made the connect even stronger.
Taking forward the brand’s message, Fortune Oils’ latest TVC shows Kumar spending time with army jawans at a camp – drawing on his association and support for the Indian Army. Conceived and executed by Ogilvy South, this film celebrates the idea of home-cooked food and the emotional attachment we all have with it.
On interacting with the jawans, Kumar realises that one of the things they miss is home-cooked food. Overwhelmed and humbled by the soldiers’ sacrifice and commitment to keeping the nation safe, Kumar expresses his wish to cook for them. A different side of Kumar comes alive, something not seen before – his pre-Bollywood avatar, Rajiv Bhatia. Kumar then proceeds to cook a delicious, just-like-home meal, including some of the army men’s favourites.
Piyush Pandey Executive Chairman & Creative Director, Ogilvy South Asia, said, “The film continues on the theme of 'Ghar ka khana' but this time we use jawans as they are the ones who miss Ghar ka khana for long extended periods away from home. Akshay Kumar is a good fit because he has been a chef in his early days (before he became a Bollywood star). I am sure he will touch the hearts of people and strengthen Fortune Oils connect with the people of India.”
Angshu Mallick, COO, Adani Wilmar, said, “Fortune Oils’ communications has always been about connecting with our consumers on an emotional level. So when we were considering a brand ambassador, who better than Akshay Kumar. He is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious person, Akshay epitomises all the values that Fortune stands for and is the perfect representative for our brand.”
Azazul Haque, CCO, Ogilvy South, commented, “The idea of choosing Akshay Kumar as the brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision. Also Akshay has good credibility as a food expert because of his affiliation with world famous cookery shows and his own past with the food industry. From there the idea of him cooking for others generated. Because of his strong association with the Indian Army, we thought of showing him cooking for the jawans, who miss 'Ghar ka khana' the most and will make for an emotionally engaging plot. Because 'Ghar ka khana, Ghar ka khana hota hai’ is not just a positioning, but also an emotion. The premise that one misses home-cooked food when away from home is a human truth.”
Fortune Oils advertises its variants like mustard oil, sunflower oil, soya oil and others under different product pegs. The mother brand Fortune is based on a much larger platform –‘Ghar ka khana, Ghar ka khana hota hain’ – the belief that nothing really comes close to home cooked food.
Client: Adani Wilmar Ltd.
Brand: Fortune Edible Oils
Chief Operating Officer: Angshu Mallick
Adani Wilmar’s marketing team: Ajay Motwani, Kaushal Desai, Sanjay Adesara
Agency: Ogilvy South
Executive Chairman & Creative Director, Ogilvy South Asia: Piyush Pandey
Chief Creative Officers, Ogilvy South: Azazul Haque, Mahesh Gharat
Executive Vice President & Head of Advertising: Tithi Ghosh
Senior Vice-President, Planning: Sreenesh Bhat
Creative team: Sagar Prajapati, Vivek Srivastava, Debabrata Naskar
Strategy & Planning: Shreyaa Ranjan
Account Management: Sandra Patrao, Priyank Vaghela, Elizabeth Joseph
Agency Producer: Rajib Baruah