Ad Campaigns
Fortune Chakki Fresh Atta’s latest TVC celebrates ‘Roti Ki Mehnat’
Mumbai: Adani Wilmar, one of the largest food and FMCG companies in India, has launched a new TV commercial (TVC) spotlighting the exceptional ease and convenience that Fortune Chakki Fresh Atta brings to the lives of families, thus reinforcing the brand’s message of ‘Roti Ki Mehnat’. It highlights the product’s outstanding qualities, featuring a perfectly ground chakki atta that absorbs more water and is easy to knead.
Set to go on air today, the TVC narrative leverages the theme of the campaign – ‘Roti Ki Mehnat’– that comes to the fore in a heart-warming narrative, featuring a working woman who returns home after a demanding day. What unfolds next is a tale of harmonious synergy and bonding between a young working couple as the woman effortlessly crafts perfect rotis using the easy-to-knead Fortune Chakki Fresh Atta.
The interaction that ensues when the man breaks a chunk of the roti to feed his wife not only showcases the qualities of Fortune Chakki Fresh Atta, but also depicts the harmonious bond that modern couples share, supporting each other’s aspirations and sharing responsibilities. The easy-to-knead nature of the brand’s Atta offering also plays a pivotal role in enabling the couple to prepare flawlessly soft rotis with ease, adding convenience and joy to their lives. The TVC campaign will be extended across digital platforms like YouTube, Instagram, and Facebook for maximum visibility.
Speaking about the TVC, Adani Wilmar associate VP, marketing & sales Vineeth Viswambharan said, “Fortune Chakki Fresh Atta is one of the fastest-growing brands in the category. Consumers vouch for its consistently great quality, which makes it easy to knead and consistently deliver soft rotis. Over the years, we have come to better understand our consumers and their lives, as well as the role that Fortune plays in their lives. We seek to make their lives a little easier through a perfectly ground atta that is easy to knead and makes delicious soft rotis. This film is a labour of love, a tribute to the lives of those we serve. Of the trials and tribulations of earning our daily bread (Roti Ki Mehnat). Of the warmth & harmony of Indian homes today. Of the shared responsibility among couples to balance home and work. We hope it will touch you, the way it touched us.”
Ogilvy South chief creative officer Puneet Kapoor said – “While contemplating the product proposition of a flour that effortlessly binds, we recognized the irony: easy to knead, yet hard-earned. This reflects the daily struggle of numerous Indian middle-class families, where couples toil tirelessly, whether in the workplace or as homemakers, just to put bread on the family table. This ad is an ode to such working-class heroes.”
Ranked number two in the industry, Fortune Chakki Fresh Atta is available in packs of 500 gm, 1 kg, 2 kg, 5 kg, and 10 kg. The company runs a network of state-of-the-art wheat atta & flour facilities across the country, where it produces Atta, Rawa, Suji and Maida for fresh supply across geographies. Earlier this year, the company entered the whole-wheat category with the Fortune brand by launching four variants, viz., Sharbati, Poorna 1544, Lokwan and MP Grade 1. Fortune Chakki Fresh Atta promises 100 per cent Atta, 0 per cent Maida, the traditional Chakki process, high-quality wheat, the promise of soft roti, and ease of kneading. The launch of this new TVC marks another significant step for Adani Wilmar as it continues to grow its portfolio, which focuses on high-quality consumer goods products.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
