MAM
Fortune Whole Wheat launches first TVC campaign to bake trust into every grain
MUMBAI: Fortune Whole Wheat, the packaged whole wheat brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has hit the screens with its maiden television campaign titled ‘Shuddhata Ki Sahi Parakh’. Launched on 26 May 2025, the campaign aims to set Fortune apart in India’s fragmented whole wheat segment by leaning on trust, purity, and provenance.
The TVC, airing in Maharashtra and Gujarat, unfolds in a classic kirana store where a young girl questions the quality of the wheat her family buys. Her curiosity drives home the key differentiators of Fortune Whole Wheat: uniform grain size, colour, strength, and trusted sourcing. The visual storytelling nudges consumers to ditch loose wheat in favour of Fortune’s branded, batch-tested assurance.
“This campaign is more than just a product message — it’s a heartfelt tribute to the Indian farmer and the informed consumer. Through these TVCs, we invite viewers on a journey to the source of real quality”, said AWL Agri Business Ltd SVP & business head – sales & marketing Mukesh Mishra.
Fortune Whole Wheat entered the market in May 2023 and quickly positioned itself as India’s only national player in the branded whole wheat category. The brand guarantees access to the purest wheat seeds across varieties like Sharbati, Poorna 1544, Lokwan, Premium Grade 1, and MP Grade 1. These grains are sun-ripened, harvested with precision, and procured from select Indian farms.
Every batch undergoes stringent quality checks to ensure nutritional value and consistent texture. The campaign underlines this disciplined sourcing and testing, offering consumers confidence that every grain delivers on both taste and health.
The Marathi and Gujarati TVCs are currently live across television, digital, cinema, and regional platforms, underscoring AWL Agri Business’s strategy to deepen consumer connect in high-priority wheat markets.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
