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
Tech2.com returns with AI-driven revamp to guide India’s tech consumers
News18 relaunches legacy tech platform with AI tools and expanded coverage
NEW DELHI: Tech2, one of India’s earliest and most recognisable technology news destinations, is staging a comeback with a fresh, AI-first approach aimed at modern digital consumers.
Originally launched in 2003, Tech2 built a strong following among India’s tech enthusiasts by simplifying complex innovations and guiding purchase decisions. Now, under the umbrella of Network18’s News18, the platform is being reimagined for an era where artificial intelligence is reshaping how users consume and interact with information.
The revamped Tech2 blends AI-powered tools with editorial expertise, aiming to deliver smarter, faster, and more personalised content. While the technology stack gets a significant upgrade, the platform is consciously holding on to its familiar brand identity, creating continuity for long-time users while attracting a new generation.
At its core, the new Tech2 is positioning itself as a decision-making companion for consumers navigating an increasingly complex tech landscape. From gadgets and apps to broader digital ecosystems, the platform plans to widen its editorial scope to reflect how deeply technology now influences everyday life.
A key part of its growth strategy includes expanding into multiple Indian languages, signalling an intent to reach audiences beyond metro cities and tap into the next wave of digital adoption.
The relaunch also strengthens News18’s portfolio of specialised digital properties, which already includes platforms such as CricketNext for cricket coverage, Showsha for entertainment, and Local18 for regional reporting.
With its return, Tech2 is not just revisiting its legacy but attempting to redefine it. In a market flooded with information, the platform’s success will hinge on whether it can turn AI into a genuine utility for users rather than just a buzzword.
