Campaign for Fortune Whole Wheat takes viewers to familiar neighborhood grocery store

The campaign is for Maharashtra and Gujarat

by e4m Staff
Published: May 23, 2025 3:38 PM | 2 min read

Fortune

AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) has launched a dedicated television campaign titled ‘Shuddhata Ki Sahi Parakh’ for—Fortune Whole Wheat—in the key markets of Maharashtra and Gujarat.

“This launch is aimed at enhancing consumer awareness and reinforcing the brand’s commitment to delivering superior quality in the packaged whole-wheat segment. The initiative is designed to engage discerning consumers who have traditionally relied on loose wheat purchases by offering a consistent, high-quality alternative from a trusted national brand,” stated a press release.

The TVC, set in a familiar neighborhood grocery store, features a curious young girl questioning the quality of wheat, leading to a compelling narrative around Fortune Whole Wheat’s superior attributes. The film educates consumers on clear indicators of premium whole wheat, such as uniform grain shape, size, color, and strength—positioning Fortune as the gold standard in the packaged whole wheat category.

Mukesh Mishra, Senior Vice President & Business Head – Sales & Marketing, AWL Agri Business Ltd., said: "This campaign is more than just a product message — it’s a heartfelt tribute to the Indian farmer and the informed consumer. Through these TVCs, we invite viewers on a journey to the source of real quality. Fortune Whole Wheat stands for purity, trust, and quality, and we are proud to bring that promise to our consumers."

The TVCs are now live across television, digital platforms, theaters and local media in Maharashtra and Gujarat, reinforcing AWL Agri Business’s commitment to consumer-centric storytelling and deepening brand engagement in key markets.