Fortune brings tech & food together in a charming story by Ogilvy South
The campaign has a fresh take on ‘ghar ka khana’ that appeals to the younger audience
Fortune Oils’ latest campaign unveils a sweet story of a husband and wife. We see the wife cooking in the kitchen when her husband enters the room with his latest toy – a voice assistant gadget. When the wife stops him from sampling the food that is being prepared, he decides to tease his wife by asking the voice assistant which restaurant serves the best ‘gobi ke kofte’. To his surprise, the voice assistant replies that the best ‘gobi ke kofte’ was being served in his kitchen. The voice assistant continues by saying along with other fresh ingredients that are handpicked for use in the kitchen, the most important input is everyone’s favourite cooking oil – Fortune. And all this comes together in dishes that taste so good because they are prepared with love at home.
Fortune has been communicating the platform thought through different narratives over the last many years. By picking up nuances from popular culture, evolving lifestyle needs the interpretation of ‘Ghar ka khana’ is kept fresh and contemporary. Today technology is seen as a credible source of knowledge. By using technology to reinforce the brand proposition in a charming story Fortune seeks to build a new connect with its younger audience.
The film is shot in three different languages to connect with key regional audiences.
Piyush Pandey, Chief Creative Officer Worldwide, Executive Chairman India, Ogilvy, says, “Fortune has always saluted home cooking and makers of home food. It also tries to stay contemporary and the new ad tries to capture that spirit. I am very happy that it is going to be shared with a lot of people in this country.”
Angshu Mallick, Deputy CEO, Adani Wilmar Ltd., adds, “Fortune Oil always stood by the philosophy that there is nothing like home cooked food. We found this concept fresh, engaging and it takes the brand ahead. This story puts the kitchen in the centre of the home and Fortune brand at the centre of the kitchen. We felt, in today’s time, that people will relate to this story where use of technology is very common.”
Tithi Ghosh, Managing Partner, Ogilvy South, comments, “There is no joy greater than eating home cooked food - is a universal insight. For the brand to be in tune with changing lifestyle codes it is important to refresh the brand’s thematic communication with stories that borrow from these new cultural codes. Tonality of the communication continues to be charming and authentic. This time the campaign has been shot in three different languages for even greater authenticity.”
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