MAM
Fortune Brings Tech & Food Together in A Charming Story by Ogilvy South
Mumbai: Ogilvy brings a fresh take on Fortune Oils’ ‘Ghar ka khana’ to appeal younger audience.
Fortune Oils’ latest campaign unveils a sweet story of a husband and wife. We see the wife cooking in the kitchen when her husband enters the room with his latest toy – a voice assistant gadget. When the wife stops him from sampling the food that is being prepared, he decides to tease his wife by asking the voice assistant which restaurant serves the best ‘gobi ke kofte’. To his surprise, the voice assistant replies that the best ‘Gobi ke kofte’ was being served in his kitchen. The voice assistant continues by saying along with other fresh ingredients that are handpicked for use in the kitchen, the most important input is everyone’s favourite cooking oil – Fortune. And all this comes together in dishes that taste so good because they are prepared with love at home.
Fortune has been communicating the platform thought through different narratives over the last many years. By picking up nuances from popular culture, evolving lifestyle needs the interpretation of Ghar ka khana is kept fresh and contemporary. Today technology is seen as a credible source of knowledge. By using technology to reinforce the brand proposition in a charming story Fortune seeks to build a new connect with its younger audience.
The film is shot in three different languages to connect with key regional audiences.
Piyush Pandey, Chief Creative Officer Worldwide, Executive Chairman India, Ogilvy: “Fortune has always saluted home cooking and makers of home food. It also tries to stay contemporary and the new ad tries to capture that spirit. I am very happy that it is going to be shared with a lot of people in this country.”
Angshu Mallick, Deputy CEO, Adani Wilmar Ltd.: “Fortune Oil always stood by the philosophy that there is nothing like home cooked food. We found this concept fresh, engaging and it takes the brand ahead. This story puts the kitchen in the centre of the home and Fortune brand at the centre of the kitchen. We felt, in today’s time, that people will relate to this story where use of technology is very common.”
Tithi Ghosh, Managing Partner, Ogilvy South: “There is no joy greater than eating home cooked food – is a universal insight. For the brand to be in tune with changing lifestyle codes it is important to refresh the brand’s thematic communication with stories that borrow from these new cultural codes. Tonality of the communication continues to be charming and authentic. This time the campaign has been shot in three different languages for even greater authenticity.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
