MAM
AI adds a pinch of emotion to Fortune’s home-cooked Diwali story
MUMBAI: This Diwali, Fortune isn’t just stirring pots, it’s stirring hearts. In a season when most ads sparkle with gloss and glamour, the brand has chosen a different recipe: a heartwarming, AI-powered homecoming that celebrates the soul of ‘Ghar Ka Khana’.
India’s most loved food and kitchen staples brand, Fortune from AWL Agri Business ltd (formerly Adani Wilmar Ltd) has launched a two-fold digital campaign that uses artificial intelligence to turn festive emotion into moving imagery. The result is an evocative story that captures what Diwali truly tastes like, not the click of a delivery app, but the clatter of pots and laughter around a family table.
At the centre of the campaign is an AI-generated film that contrasts the convenience of the fast-paced modern world with the warmth of home-cooked food. It follows a young man who leaves behind his takeaway meals and train food trays to return home for Diwali, rediscovering the love that simmers in his mother’s kitchen. As she prepares traditional delicacies, the son’s quiet journey home unfolds into an emotional reunion, a moment that beautifully serves up the campaign’s message: ‘Iss Diwali, Fortune wale hai woh jo Ghar Ka Khana Khayenge’.
Visually rich and emotionally resonant, the film uses generative AI to create hyperreal scenes from bustling cityscapes to glowing diyas blending futuristic tech with timeless emotion. It’s a modern retelling of an age-old truth: that no matter how advanced our gadgets get, nothing beats the comfort of food made by someone who loves you.
“Diwali is more than lights and sweets. It’s a pause that reconnects us to home, family and food made with love,” said AWL Agri Business Ltd joint president for sales & marketing Mukesh Mishra. “Through our AI-led storytelling, we’ve tried to blend technology with emotion, creating a campaign that’s both nostalgic and forward-looking. This is our invitation to India to pause, come home and rediscover the joy of ‘Ghar Ka Khana’.”
But Fortune doesn’t stop at film. The brand has also cooked up an AI-powered interactive greeting generator, adding a playful twist to festive sharing. Users can upload their photos, choose their favourite festive treats from Karanji and Malpua to Mathri and Muruku and watch them transform into animated, glowing Fortune Diwali postcards ready to be shared across social media.
By turning memories into motion and nostalgia into pixels, Fortune’s campaign bridges tradition and technology with surprising ease. It’s a reminder that while AI can replicate almost everything, the warmth of home-cooked food remains inimitable.
This Diwali, Fortune’s message is clear, the most precious gift you can unwrap isn’t delivered to your door; it’s waiting in your kitchen
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
