Ad Campaigns
Fortune calls for transparency with #SirfDaamNahiGramBhiDekho campaign
Mumbai: Fortune, an edible oil and food brand, has launched the ‘#SirfDaamNahiGramBhiDekho’ campaign to raise awareness about some brands selling less than one litre (910 gm) of oil in a pack, only mentioning the weight but not the volume.
This practice started after the government permitted non-standard edible oil packaging in 2022. While legal, it could mislead consumers into buying smaller quantities while assuming the pack holds one litre. For instance, some soybean oil brands sell packs of around 850 gm, which may appear similar to a 910 gm or one-litre pack. Fortune clearly displays both the weight (910 gm) and volume (one litre) on its packaging.
A Kantar study shows only 15 per cent of consumers check oil weight when purchasing, often assuming packs hold 1 litre (910 gm) based on appearance. Additionally, 95 per cent of respondents believed oil pack weights range between 900 and 1000 gm, regardless of whether they check the grammage.
Fortune Edible Oils group product manager Prashant Pandey said, “While cooking in our kitchens, we measure oil by volume, be it through the usage of spoons or ladles or the depth of oil in a kadhai while deep frying. It is misleading to mention only the grammage and not the volume of oil on a particular pack.”
Fortune is stepping forward to highlight the non-disclosure of volume by certain oil brands on packs that look similar to one-litre packs. “You do not expect consumers to do a volume-weight calculation for edible oil when buying a product. We believe in full disclosure of both volume and weight of our edible oils and expect all brands to do so to help consumers make an informed decision. Not only weight, but there have also been concerns around the quality of edible oils. Our brand follows more than 100 stringent quality checks before a product reaches to the market,” Pandey added.
Head of media & digital Jignesh Shah said, “Reaching and informing a wide base of consumers is increasingly challenging in today’s fragmented media landscape. To maximize our reach, we are utilizing TV, print, digital platforms, social media along with influencers. We also call on the media fraternity to support us in driving broader awareness and ensuring the success of this campaign.”
With the festive season driving higher demand for edible oils, Fortune urges consumers to check the fine print on packaging to make informed choices. From Navratri and Diwali to Christmas and the wedding season, there will be a surge in festive cooking across India. Failing to check the details could lead consumers to realise later that they’ve been buying less oil for more money.
Fortune’s commitment to transparency through clear labelling has earned consumer trust and recognition from Kantar. The brand continues to deliver high-quality products, reinforcing its position as a leader in the edible oil industry.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
