Fortune, the flagship edible oil brand of Adani Wilmar, has launched a new campaign titled ‘Ghar Ka Khana Ghar ka khana hota hai’ to encourage individuals to rediscover the joy of home-cooked meals. The campaign aims to foster a renewed appreciation for traditional culinary practices and family values. Directed by Piyush Pandey and crafted by Ogilvy India, the campaign captures the sensory journey of preparing a meal with Fortune Soya Health Oil and Fortune Kachi Ghani Mustard.
The campaign narrative unfolds in a restaurant setting, where a simple mention of a dish triggers a flood of memories for one diner, transporting him back to his mother’s kitchen. The protagonist recalls the sights, sounds, and scents of home-cooked dishes, highlighting the emotional connection and nostalgia associated with ‘ghar ka khana’.
Fortune aims to encourage individuals to reconnect with their loved ones through the joy of making and eating handmade meals. The brand believes that home cooking is not just about preparing a meal but also a sensory experience that strengthens family ties.
Also, in a unique initiative on World Protein Day, Adani Wilmar joined hands with the iconic Mumbai Dabbawala Association to distribute packs of Fortune Soya Chunks. This initiative aimed to promote protein-rich diets and reinforce the brand message of ‘Ghar Ka Khana Ghar Ka Khana Hota Hai.’ Mumbaikars were pleasantly surprised to find a pack of Fortune Soya Chunks in their lunchboxes, delivered by the efficient Mumbai Dabbawalas. This move not only raised awareness about the importance of protein but also emphasised the convenience and nutritional value of incorporating soya chunks into daily meals.
RTM Watch’s Take
Fortune’s campaign to rediscover the joy of ‘ghar ka khana’ comes at a time when people are increasingly turning to convenience foods and eating out. By celebrating the emotional connection and sensory experience of home-cooked meals, the brand aims to remind individuals of the value of traditional culinary practices and the importance of family bonds. The collaboration with the Mumbai Dabbawala Association further reinforces the brand’s commitment to promoting healthy and nutritious meals. This campaign is a timely reminder for individuals to reconnect with their roots and find joy in the simple act of cooking and sharing meals with loved ones.
