No 'milavat' in politics or mustard oil, says Fortune Mustard Oil's new ad by O&M

Conceived and executed by Ogilvy & Mather, Fortune Mustard Oil’s new campaign uses politics to underscore its ‘100% pure’ oil pitch

e4m by exchange4media Staff
Updated: Feb 11, 2017 8:50 AM
No 'milavat' in politics or mustard oil, says Fortune Mustard Oil's new ad by O&M

Fortune Kachi Ghani Mustard Oil has launched its new campaign this month. Fortune Kachi Ghani Mustard oil being a ‘100% pure’ mustard oil decided to take the moral high ground. With the elections just around the corner, the film is centred on a topical issue – the funding for a political party. The premise is that ‘milavat’ or adulteration in oil can be bad for health just like corruption in a political party.

The film opens with a group of party members having lunch. While a member is suggesting accepting funds without caring about election agenda, the party leader makes it clear that she doesn’t support corruption. She does this by using her food cooked in Fortune Kachi Ghani Mustard Oil, a 100% pure mustard oil, as an analogy to drive her point across. She also adds that funding should also be devoid of any ‘milavat’ with the party’s agenda. The film signs off with the message that those who oppose ‘milavat’ use Fortune Kachi Ghani Mustard oil, which is 100% pure and thus, good in taste and even better for health.

Conceived and executed by Ogilvy & Mather, this film hopes to ensure that consumers realise the issue of adulteration in mustard oils and think twice before making a purchase of the same.

Fortune Kachi Ghani Mustard Oil has been the leader among mustard oil brands in Delhi and North India. But, with new brands coming in, there was a need for a fresh round of communication on Fortune Kachi Ghani Mustard Oil to keep up its leadership position.

Many mustard oil brands in the market are adulterated and not 100% pure as claimed. Fortune Kachi Ghani Mustard oil faces stiff competition from brands who not only offer adulterated mustard oils, but also sell them at lower prices.


Agency: Ogilvy & Mather, Bangalore

Executive Creative Directors: Azazul Haque, Mahesh Gharat

SVP & Head of Advertising: Tithi Ghosh

SVP, Planning: Sreenesh Bhat

Creative Team: Mukesh Kumar, Deepak Thammaiah

Strategy & Planning: Shreyaa Ranjan

Account Management: Sandra Patrao, Abhay Menon

Agency producer: Rajib Baruah

Client: Adani Wilmar Ltd.

Brand: Fortune Premium Kachi Ghani Mustard Oil

Chief Operative Officer: Angshu Mallick, Adani Wilmar Ltd

Adani Wilmar’s Marketing Team: Kaushal Desai, Prashant Pandey, Swetank Mohanty

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