Fortune goes for a makeover, unveils new brand logo

The brand will soon release a new TVC, conceptualised by Ogilvy, featuring Akshay Kumar

e4m by Nafisa Shaheen
Updated: Feb 28, 2020 8:45 AM

Fortune, the edible oil and food brand, has undergone a transformation in its visual identity with the launch of a new logo that reflects modernity and its fast-evolving product offerings.
Each overlapping segment or petal in the new brand logo - ‘Bloom’ - represents this fusion of Vibrancy, Diversity and Abundance, the company has said.

In a chat with exchange4media, Angshu Mallick, Deputy CEO, Adani Wilmar, spoke about the thinking that went into designing the new logo, the high-decibel new brand campaign and future expansion plans of Adani Wilmar.

Mallick said that the new identity will drive three major principles – Vibrancy, which represents freshness, modernity, and energy, Abundance, which stands for authentic taste and flavour, and Diversity, which reflects its food offerings beyond oils. These are encapsulated in a visual device - the Bloom.

However, the new logo design retains the familiar red colour font and the vertical style. The ‘o’ in the word Fortune, has been changed for the ‘Bloom’ device, with each leaf symbolizing the multiple categories it operates in. The new design has been developed by a London-based agency.

“Its purpose is to inspire consumers to be adventurous with Fortune foods, to go on a journey of exploration, to discover a world of dazzling flavour and be empowered by fresh challenges,” added Mallick.

Conceptualised by Ogilvy, the new TVC that will be released soon has Akshay Kumar as the face of the brand. He is seen trying to engage the youth and helping them realise the joy of cooking.

On being asked about his take on influencer marketing and how will the association of a popular face enhance the campaign, Mallick explained that it is the brand that matters, having a popular face accentuates the value of the brand. A brand ambassador alone cannot take the brand to heights until and unless the brand has the capability to do justice with its customers, he says.

The packaging of Fortune brand was also refreshed first in 2003 and again in 2009. “The transformation of Fortune’s visual identity is also aimed at defending its position in strong markets, strengthening its position in other markets, and to continue to be relevant to younger households, the millennial generation, through the values they believe in,” he added.

Being a millennial centric campaign, the Deputy CEO also said that the focus is on digital to leverage the campaign but print cannot be ignored too. The primary focus is on OTT and Facebook. Innovation in print is being employed to leverage the campaign in the tradition media.

He also threw light on their IPL association. Adani Wilmar group will be associating for the first time in IPL with branding for both in and out of the IPL stadiums.

The future expansion plans of Adani Wilmar group revolves around coming up with a bouquet of different products. “Brand Fortune has also been extended to food categories such as Wheat flour, Basmati rice, pulses, Soya chunks, Besan, and the recently launched ready-to-cook Khichdi and aims to further expand the brand,” concluded Mallick.

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