Fortune Biryani Classic Basmati Rice celebrates 'Atoot Pyaar' in new campaign

The campaign, featuring celebrity couple Akshay Kumar and Twinkle Khanna, is conceptualized by Triton Communications and directed by Karan Johar under his home production, Dharma 2.0

e4m by exchange4media Staff
Updated: Nov 24, 2018 10:00 AM

Adani Wilmar Limited, makers of the edible oil brand Fortune, has announced the launch of Fortune Biryani Classic Basmati Rice. For all biryani lovers, Fortune launches a new category of basmati rice that is of superior quality and specifically processed to give best results for cooking biryani in the Indian household.

Adani Wilmar also launched a new TVC featuring media influencer Twinkle Khanna and Bollywood actor Akshay Kumar. The campaign conceptualized by Triton Communications and the film is directed by popular director Karan Johar under his home production, Dharma 2.0.

The ad campaign serves up, Atoot Pyaar – Unbreakable Bond between Akshay Kumar & Twinkle, symbolized by the unbreakable strands of basmati rice in Fortune Biryani Classic. The ad will be aired on 25th Nov 2018, and will be extended across the digital medium.

The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms. Breaking the monotony, the TV spot opens with Akshay Kumar donning his chef hat, cooking biryani using the Fortune Biryani Classic Basmati Rice, as a gesture of love for Twinkle Khanna. The secrets to a happy married life, symbolized by – staying together but also giving space to each other, the relationship will then blossom; these are in sync with the unbreakable strands of Biryani Rice, which stays long even after cooking, retains its aroma as it is aged for 2 years.

The premium quality rice is specially processed to simplify the process of cooking biryani at home with each grain perfectly cooked, fluffy and separated, delivering the most authentic biryani taste.

Speaking on the campaign, Angshu Mallick, Deputy CEO, Adani Wilmar said, “Fortune promotes the importance of home-cooked meal, given the health benefits and emotional values attached with our customers. We continue to deliver the best cooking experience for the Indian household with our premium range of products. With the launch of Fortune Biryani Classic Basmati Rice, we aim to enrich the experience of consuming home cooked biryani for our customers.”

This is the first time that Karan Johar has directed Akshay Kumar and Twinkle Khanna. Fortune Biryani Classic Basmati Rice is available in stores and is priced at Rs.210/- per kg.

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