Brands
Fortune launches Fortune Pehli Dhaar
Mumbai: Adani Wilmar Ltd (AWL), one of the largest food and FMCG companies and a leading edible oil player in India, has announced the launch of Fortune Pehli Dhaar first-pressed mustard oil. This launch will elevate the mustard oil category and offer a premium product which will cater to an audience that appreciates exceptional taste, purity, and tradition.
The launch of the brand’s first-pressed mustard oil takes consumers back to the original essence of the product, which has been extracted from the finest mustard seeds sourced from Rajasthan, using the traditional wooden kolhu technique. The gentle pressing process retains and preserves the oil’s natural essentials, resulting in an unparalleled richness in every single drop and consumers can experience an explosion of mustard aroma, a deep, natural colour, and a taste that elevates the cooking to new heights.
Fortune Pehli Dhaar first-pressed oil deeply resonates with Fortune’s core brand values of nurturing traditions and embodying the spirit of India. Through this product, which is made using the age-old process, the company wants to also emphasise the significance of purity and authenticity, thereby enhancing the culinary experience of its consumers.
Welcoming the addition of a new product to the portfolio, Adani Wilmar associate vice president, marketing & sales Vineeth Viswambharan said, “We are thrilled to introduce Fortune Pehli Dhaar first-pressed mustard oil, a product that redefines the mustard oil experience for Indian consumers. In today’s era of high-speed mass manufacturing, our product stands in complete contrast, offering a cooking oil made using a slow and traditional process that preserves its great taste, rich aroma.”
Fortune Pehli Dhaar caters to the discerning palates of our valued customers, offering an unparalleled return to authentic flavour. A comprehensive marketing campaign has been planned for Fortune Pehli Dhaar first-pressed mustard oil, which will leverage print and digital channels. The product will be made available in convenient 1L PET bottles and pouches across various sales channels such as general trade, modern format stores, and e-commerce across Delhi NCR, Kolkata, Lucknow, Mumbai, and Bengaluru.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
