Ad Campaigns
Fortune calls for transparency with #SirfDaamNahiGramBhiDekho campaign
Mumbai: Fortune, an edible oil and food brand, has launched the ‘#SirfDaamNahiGramBhiDekho’ campaign to raise awareness about some brands selling less than one litre (910 gm) of oil in a pack, only mentioning the weight but not the volume.
This practice started after the government permitted non-standard edible oil packaging in 2022. While legal, it could mislead consumers into buying smaller quantities while assuming the pack holds one litre. For instance, some soybean oil brands sell packs of around 850 gm, which may appear similar to a 910 gm or one-litre pack. Fortune clearly displays both the weight (910 gm) and volume (one litre) on its packaging.
A Kantar study shows only 15 per cent of consumers check oil weight when purchasing, often assuming packs hold 1 litre (910 gm) based on appearance. Additionally, 95 per cent of respondents believed oil pack weights range between 900 and 1000 gm, regardless of whether they check the grammage.
Fortune Edible Oils group product manager Prashant Pandey said, “While cooking in our kitchens, we measure oil by volume, be it through the usage of spoons or ladles or the depth of oil in a kadhai while deep frying. It is misleading to mention only the grammage and not the volume of oil on a particular pack.”
Fortune is stepping forward to highlight the non-disclosure of volume by certain oil brands on packs that look similar to one-litre packs. “You do not expect consumers to do a volume-weight calculation for edible oil when buying a product. We believe in full disclosure of both volume and weight of our edible oils and expect all brands to do so to help consumers make an informed decision. Not only weight, but there have also been concerns around the quality of edible oils. Our brand follows more than 100 stringent quality checks before a product reaches to the market,” Pandey added.
Head of media & digital Jignesh Shah said, “Reaching and informing a wide base of consumers is increasingly challenging in today’s fragmented media landscape. To maximize our reach, we are utilizing TV, print, digital platforms, social media along with influencers. We also call on the media fraternity to support us in driving broader awareness and ensuring the success of this campaign.”
With the festive season driving higher demand for edible oils, Fortune urges consumers to check the fine print on packaging to make informed choices. From Navratri and Diwali to Christmas and the wedding season, there will be a surge in festive cooking across India. Failing to check the details could lead consumers to realise later that they’ve been buying less oil for more money.
Fortune’s commitment to transparency through clear labelling has earned consumer trust and recognition from Kantar. The brand continues to deliver high-quality products, reinforcing its position as a leader in the edible oil industry.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
