MAM
Fortune Whole Wheat launches first TVC campaign to bake trust into every grain
MUMBAI: Fortune Whole Wheat, the packaged whole wheat brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has hit the screens with its maiden television campaign titled ‘Shuddhata Ki Sahi Parakh’. Launched on 26 May 2025, the campaign aims to set Fortune apart in India’s fragmented whole wheat segment by leaning on trust, purity, and provenance.
The TVC, airing in Maharashtra and Gujarat, unfolds in a classic kirana store where a young girl questions the quality of the wheat her family buys. Her curiosity drives home the key differentiators of Fortune Whole Wheat: uniform grain size, colour, strength, and trusted sourcing. The visual storytelling nudges consumers to ditch loose wheat in favour of Fortune’s branded, batch-tested assurance.
“This campaign is more than just a product message — it’s a heartfelt tribute to the Indian farmer and the informed consumer. Through these TVCs, we invite viewers on a journey to the source of real quality”, said AWL Agri Business Ltd SVP & business head – sales & marketing Mukesh Mishra.
Fortune Whole Wheat entered the market in May 2023 and quickly positioned itself as India’s only national player in the branded whole wheat category. The brand guarantees access to the purest wheat seeds across varieties like Sharbati, Poorna 1544, Lokwan, Premium Grade 1, and MP Grade 1. These grains are sun-ripened, harvested with precision, and procured from select Indian farms.
Every batch undergoes stringent quality checks to ensure nutritional value and consistent texture. The campaign underlines this disciplined sourcing and testing, offering consumers confidence that every grain delivers on both taste and health.
The Marathi and Gujarati TVCs are currently live across television, digital, cinema, and regional platforms, underscoring AWL Agri Business’s strategy to deepen consumer connect in high-priority wheat markets.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
