Akshay Kumar gives jawaans a taste of home food in Fortune Oils’ new ad

The fact that Kumar’s early years were spent in the food industry made the fit even stronger

e4m by exchange4media Staff
Updated: Nov 4, 2017 9:07 AM

Consumers across regions and across generations using various kinds of oils under the Fortune brand. While the brand advertises its variants like mustard oil, sunflower oil, soya oil and many others under different product pegs, the mother brand Fortune sits on a much larger platform - ‘Ghar ka khana, Ghar ka khana hota hai’, the belief that nothing really comes close to home cooked food.

Fortune Oils’ latest campaign has got onboard Akshay Kumar as the brand ambassador, who enjoys immense popularity across India. The fact that his early years were spent in the food industry made the fit even stronger.

Taking forward the brand’s message, Fortune Oils’ latest TVC shows Akshay spending time with army jawans at a camp – drawing on his association and support for the Indian Army.

On interacting with the jawans, Akshay 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, Akshay expresses his wish to cook for them. A different side of Akshay comes alive, something not seen before – his pre Bollywood avatar, Rajiv Bhatia. Akshay then proceeds to cook a delicious, just-like-home meal, including the army men’s favourites.

Conceived and executed by Ogilvy South, this film celebrates the idea of home cooked food and the emotional attachment we all have with it.

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 have 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, said, “The idea of choosing Akshay Kumar as a 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 associations with the Indian Army, we thought a story of him cooking for the jawans, who miss 'Ghar ka khana' the most 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.”

Client: Adani Wilmar
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

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