Ad Campaigns
Fortune Chakki Fresh Atta’s latest TVC celebrates ‘Roti Ki Mehnat’
Mumbai: Adani Wilmar, one of the largest food and FMCG companies in India, has launched a new TV commercial (TVC) spotlighting the exceptional ease and convenience that Fortune Chakki Fresh Atta brings to the lives of families, thus reinforcing the brand’s message of ‘Roti Ki Mehnat’. It highlights the product’s outstanding qualities, featuring a perfectly ground chakki atta that absorbs more water and is easy to knead.
Set to go on air today, the TVC narrative leverages the theme of the campaign – ‘Roti Ki Mehnat’– that comes to the fore in a heart-warming narrative, featuring a working woman who returns home after a demanding day. What unfolds next is a tale of harmonious synergy and bonding between a young working couple as the woman effortlessly crafts perfect rotis using the easy-to-knead Fortune Chakki Fresh Atta.
The interaction that ensues when the man breaks a chunk of the roti to feed his wife not only showcases the qualities of Fortune Chakki Fresh Atta, but also depicts the harmonious bond that modern couples share, supporting each other’s aspirations and sharing responsibilities. The easy-to-knead nature of the brand’s Atta offering also plays a pivotal role in enabling the couple to prepare flawlessly soft rotis with ease, adding convenience and joy to their lives. The TVC campaign will be extended across digital platforms like YouTube, Instagram, and Facebook for maximum visibility.
Speaking about the TVC, Adani Wilmar associate VP, marketing & sales Vineeth Viswambharan said, “Fortune Chakki Fresh Atta is one of the fastest-growing brands in the category. Consumers vouch for its consistently great quality, which makes it easy to knead and consistently deliver soft rotis. Over the years, we have come to better understand our consumers and their lives, as well as the role that Fortune plays in their lives. We seek to make their lives a little easier through a perfectly ground atta that is easy to knead and makes delicious soft rotis. This film is a labour of love, a tribute to the lives of those we serve. Of the trials and tribulations of earning our daily bread (Roti Ki Mehnat). Of the warmth & harmony of Indian homes today. Of the shared responsibility among couples to balance home and work. We hope it will touch you, the way it touched us.”
Ogilvy South chief creative officer Puneet Kapoor said – “While contemplating the product proposition of a flour that effortlessly binds, we recognized the irony: easy to knead, yet hard-earned. This reflects the daily struggle of numerous Indian middle-class families, where couples toil tirelessly, whether in the workplace or as homemakers, just to put bread on the family table. This ad is an ode to such working-class heroes.”
Ranked number two in the industry, Fortune Chakki Fresh Atta is available in packs of 500 gm, 1 kg, 2 kg, 5 kg, and 10 kg. The company runs a network of state-of-the-art wheat atta & flour facilities across the country, where it produces Atta, Rawa, Suji and Maida for fresh supply across geographies. Earlier this year, the company entered the whole-wheat category with the Fortune brand by launching four variants, viz., Sharbati, Poorna 1544, Lokwan and MP Grade 1. Fortune Chakki Fresh Atta promises 100 per cent Atta, 0 per cent Maida, the traditional Chakki process, high-quality wheat, the promise of soft roti, and ease of kneading. The launch of this new TVC marks another significant step for Adani Wilmar as it continues to grow its portfolio, which focuses on high-quality consumer goods products.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
