MAM
Fortune launches new TV campaign ‘Har maa ke dil mein’
MUMBAI: Adani Wilmar‘s Fortune has launched a television campaign, ‘Har maa ke dil mein‘ today.
The 75 second TVC is rooted in the philosophy that there is no greater joy than the joy of eating home cooked meals.
It is developed by the Fortune‘s marketing team along with O&M and leverages the emotions of ‘the unmatched taste of mother‘s cooking‘ and the ‘lengths to which a mother will go to provide her child with nutritious food.‘
Adani Wilmar COO Angshu Mallick said, “Fortune‘s efforts is always to own the mother‘s heart, because when it comes to her child, it‘s always the heart that wins over the head. All mothers in our country love cooking for their children and providing them with delicious home cooked food; this thought forms the core of our communication strategy. The TVC reinforces Fortune‘s brand message to both our existing and prospective consumers.”
O&M EC and CD South Asia Piyush Pandey said, “Fortune is a market leader who needs to drive the brand as well as the category. The category is food, which is the basic essential in everyone‘s life, and the basic driver of emotions in any family.
“We have used SD Burman‘s song ‘Meri Duniya hai Maa…‘ as perhaps the most perfect ode to a mother. I am delighted with the film, which I think will touch a chord with every member of every family,” Pandey added.
The new campaign, with over 5000 spots (average 40 seconds each) will run across 20 channels, including Star Plus, Star Pravah and Star Jalsha (the first commercial break of all Serials in the evening to be exclusively Fortune 75-seconder ad). Other properties like cricket on Neo Cricket are also part of the deal.
There will also be an internet campaign with over 10 million impressions in digital media, outdoor campaign in metro cities and a radio campaign spanning 40 different locations. The campaign will also feature on over 2000 digital cinema screens across the country and on DTH channels of various providers.
Brands
Beep App launches Gen-Z career platform, clocks 30,000 plus placements
Pune startup turns scrolling into career action with learn-explore-earn model
PUNE: Beep App has rolled out its newly positioned career-focused app aimed at Gen-Z users, as it looks to bridge what it calls a growing gap between exposure and employability among young Indians.
Formerly known as EventBeep, the platform is built around a simple but timely idea: turning everyday scrolling into meaningful career action. The app targets students and early professionals, offering a unified space to explore career options, learn relevant skills and access internships and job opportunities.
At a time when short-form content dominates screen time, Beep is attempting to flip the script by embedding structured, career-oriented insights within a familiar scroll-based interface. The idea is not to disrupt user behaviour, but to redirect it.
The platform spans a wide range of fields, including artificial intelligence, product management, design and data analytics. It provides users with insights into role expectations, required skills and step-by-step career pathways, supported by inputs from industry practitioners.
At the heart of the offering is a “learn, explore, earn” model that integrates discovery, skill-building and hiring into one ecosystem. The company says this closed-loop approach is already gaining traction, with over 30,000 placements facilitated so far.
“Gen-Z does not lack ambition; what they often lack is structured direction,” said Beep App founder and CEO Saurabh Mangrulkar. “The Beep App is designed to organise that exposure into actionable pathways so users can move from intent to execution with greater confidence.”
The launch comes amid a broader shift in India’s job market towards skills-first hiring, where practical experience and demonstrable capabilities are increasingly valued alongside academic qualifications.
Founded in 2021, Beep App has grown steadily within the student ecosystem, connecting over 6.5 million users with opportunities across more than 1,500 colleges and 7,800 hiring companies.
Looking ahead, the company plans to deepen its content across emerging sectors, expand its hiring network and build more personalised career pathways tailored to user behaviour.
As Gen-Z continues to navigate a complex and fast-evolving job market, platforms that can turn curiosity into clarity may well shape the next wave of career discovery.
