Adani Wilmar introduced a new brand film showcasing the exceptional features of Fortune Chakki Fresh Atta, its ease of kneading and the convenience it offers to its customers. This film, crafted by Ogilvy, centres on the essence of ‘roti ki mehnat’ (the endeavour behind bread-making) as part of the brand’s narrative.
The video opens by portraying the everyday challenges faced by a policewoman during her workday. It then delves into her life at home with her husband, showcasing the unspoken understanding and synergy between the couple. As the woman receives a late-night work call, her husband’s gesture of feeding her underlines their harmonious relationship, supporting each other’s aspirations and sharing household responsibilities.
Vineeth Viswambharan, associate vice president of marketing and sales at Adani Wilmar, emphasised the brand’s growth and consumers’ trust in Fortune Chakki Fresh Atta for consistently delivering soft rotis. He highlighted the film as a tribute to consumers’ lives, highlighting the challenges and harmony within Indian homes, and the shared responsibility among modern couples in balancing work and home.
Puneet Kapoor, chief creative officer at Ogilvy South, remarked on the irony in presenting a flour that’s easy to knead yet earned through hard work. He reflected on the struggles of Indian middle-class families, where couples tirelessly strive, either in their professions or as homemakers, to provide for their families.
The TV commercial will be expanded across digital platforms like YouTube, Instagram, and Facebook to reach a wider audience.
