MAM
BC Web Wise wins digital mandate for Fortune cooking oil
MUMBAI: Following the success of BC Web Wise’s Facebook campaign for Fortune Plus Low Absorption Oil, the agency has now bagged the entire digital account for Fortune Cooking Oil.
The campaign will target Indian mothers who are wizards in the kitchen and the relationship they build with their kids via food. Another facet of the campaign is the tie-up with food channel Zee Khana Khazana that would feature domestic chefs on TV.
PAvers BC Web Wise founder and MD Chhaya Balachandran Aiyer, “We are very excited to take our association with the Adani Wilmar group to the next level. As partners for their digital initiatives, we are confident of addressing their goals i.e. to establish Fortune Cooking Oil as the catalyst for a happy, healthy family, with the mother as the centre of the ‘family unit’. Our campaigns will target mothers and their children, who bond over a delicious home cooked meal.”
The foundation of this campaign is a fresh, new website targeting mothers with www.fortunecookingoil.com while the primary focus of the site is to get mothers and children to visit the site and submit their signature recipes.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
