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
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
