MAM
Fortune Biryani Classic Basmati Rice promotes Atoot Pyaar with Akshay Kumar & Twinkle
MUMBAI: Adani Wilmar Limited, the largest seller of edible oil brand Fortune in the country, announced the launch of Fortune Biryani Classic Basmati Rice. For all the biryani lovers, Fortune launches a new category of basmati rice that is of superior quality and specifically processed to give best results for cooking biryani in the Indian household. Adani Wilmar also launched a new TVC featuring media influencer Twinkle Khanna and Bollywood actor Akshay Kumar. The campaign conceptualized by Triton Communications and the film, directed by popular director Karan Johar under his home production, Dharma 2.0. The ad campaign serves up, Atoot Pyaar – Unbreakable Bond between Akshay Kumar & Twinkle, symbolized by the unbreakable strands of basmati rice in Fortune Biryani Classic.
The ad will be aired on 25th Nov 2018, and will be extended across the digital medium. The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.
Breaking the monotony, the TV spot opens with Akshay Kumar donning his chef hat, cooking biryani using the Fortune Biryani Classic Basmati Rice, as a gesture of love for Twinkle Khanna. The secrets to a happy married life, symbolized by – stay together but also give space to each other & then your relationship will blossom; are in sync with the unbreakable strands of Biryani Rice, which stay long even after cooking, retain their aroma as they are aged for 2 years. The premium quality rice is specially processed to simplify the process of cooking biryani at home with each grain perfectly cooked, fluffy and separated, delivering the most authentic biryani taste.
Angshu Mallick, Deputy CEO, Adani Wilmar said, “Fortune promotes the importance of home cooked meal given the health benefits and emotional values attached with our customers. We continue to deliver the best cooking experience for the Indian household with our premium range of products. With the launch of Fortune Biryani Classic Basmati Rice, we aim to enrich the experience of consuming home cooked biryani for our customers.”
This is the first time that Karan Johar has directed Akshay Kumar & Twinkle Khanna. Fortune Biryani Classic Basmati Rice is available in stores and is priced at Rs.210/- per kg.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
