Adani Wilmar, a prominent FMCG company in India’s food sector, has initiated a campaign called ‘Holi ke rang, Fortune ke sang,’ aiming to capture the vibrant spirit and hues of the festival widely celebrated across the Hindi-speaking market.
Designed to highlight Fortune’s high-quality products, such as edible oils, besan, basmati rice, atta, pulses, sugar, and poha, the brand introduced the campaign through an engaging and lively 70-second digital film to commemorate the festival of Holi.
Conceptualised by Ogilvy India, the campaign film vividly portrays the vibrancy of the festival through bursts of colours, showcasing the robust and euphoric celebrations across the country.
The film captures the essence of the colourful celebrations from the streets to the kitchen, where traditional Holi delicacies such as ‘gujiya‘ and ‘khasta mathiri’ are prepared using Fortune products, including kachchi ghani mustard, soyabean and sunflower oils.
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It concludes with the message, “Toh aap bhi apne dhang se Holi manaiye aur Fortune se tyohaar ki raunak badhaiye! Kyunki Fortune ke har rang mein hai kuch khaas #Fortunewaliholi.”
The campaign strikes a chord with Fortune’s fundamental brand principles, showcasing its dedication to upholding traditions and embracing India’s essence. Through its depiction of homemade meals, the campaign underscores the importance of familial love and care—a longstanding message championed by Fortune.
Commenting on the short film, Mukesh Mishra, Adani Wilmar’s Vice President, Sales and Marketing, said, “Holi holds a special place in the hearts of millions across India. It is a time when communities come together, transcending barriers, spreading boundless happiness.”
He added, “At Fortune, we cherish these values deeply, and as a brand deeply rooted in the cultural fabric of India, we are thrilled to connect with our consumers on a more emotional level, especially in the HSM (Hindi-speaking markets) belt, where Holi holds profound significance.”
Mishra concluded by noting, “We understand that festivals like Holi are not just about food; they are about creating memories, sharing joy, and strengthening bonds. That is why our Holi initiative goes beyond providing cooking essentials. It is about becoming a companion in moments of celebration and joy, enriching the festivities with the essence of home.”
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