IANS | 21 Mar, 2024
Adani Wilmar, one of India's largest FMCG companies in the food
space, has launched a campaign titled 'Holi ke rang, Fortune ke sang' to
resonate with the festive colours and fervour of the festival
celebrated across the HSM (Hindi-speaking market).
Crafted to showcase Fortune's premium offerings, including edible
oils, besan, basmati rice, atta, pulses, sugar and poha, the brand
unveiled the campaign with a vibrant and captivating 70-second digital
film to celebrate Holi.
Conceptualised by Ogilvy India, the
campaign film vividly portrays the vibrancy of the festival through
bursts of colours, showcasing the robust and euphoric celebrations
across the country.
The film captures the essence of the colourful
celebrations from the streets to the kitchen, where traditional Holi
delicacies such as 'gujiya' and 'khasta mathiri' are prepared using
Fortune products, including kachchi ghani mustard, soyabean and
sunflower oils.
It concludes with the message, "Toh aap bhi apne
dhang se Holi manaiye aur Fortune se tyohaar ki raunak badhaiye! Kyunki
Fortune ke har rang mein hai kuch khaas #Fortunewaliholi."
The
campaign deeply resonates with Fortune's core brand values, reflecting
its commitment to nurturing traditions and embodying the spirit of
India. With its portrayal of home-cooked dishes, the campaign emphasises
the significance of love and nurture within families -- a message that
Fortune has championed for years.
Commenting on the short film,
Mukesh Mishra, Adani Wilmar's Vice President, Sales and Marketing, said,
"Holi holds a special place in the hearts of millions across India. It
is a time when communities come together, transcending barriers,
spreading boundless happiness."
He added: "At Fortune, we cherish
these values deeply, and as a brand deeply rooted in the cultural fabric
of India, we are thrilled to connect with our consumers on a more
emotional level, especially in the HSM (Hindi-speaking markets) belt,
where Holi holds profound significance."
Mishra concluded by
noting: "We understand that festivals like Holi are not just about food;
they are about creating memories, sharing joy, and strengthening bonds.
That is why our Holi initiative goes beyond providing cooking
essentials. It is about becoming a companion in moments of celebration
and joy, enriching the festivities with the essence of home."
