Ad Campaigns
Fortune’s brand campaign: Rediscovering the joy of Ghar Ka Khana
Mumbai: Adani Wilmar, a leading Food and FMCG company, proudly unveiled its latest brand campaign for Fortune, its flagship edible oil brand. Titled ‘Ghar Ka Khana Ghar ka khana hota hai’, this 360-degree initiative celebrates the essence of home cooking, emphasizing the unmatched satisfaction and nourishment derived from meals prepared with love.
Concept and Execution: Crafted by Ogilvy India and directed by the illustrious Piyush Pandey, the campaign’s narrative unfolds in a restaurant setting. As patrons peruse the menu, a simple mention of ‘bharwa baingan’ (stuffed brinjal) triggers a flood of memories for one diner, transporting him back to the warmth of his mother’s kitchen.
The Multisensory Experience: Capturing the sights, sounds, and scents of home-cooked dishes, the protagonist vividly recalls the sensory journey of preparing a meal with Fortune Soya Health Oil and Fortune Kachi Ghani Mustard. His immersive recollection not only evokes nostalgia but also sparks a realization among onlookers: true satisfaction lies in the familiarity and wholesomeness of ‘ghar ka khana’.
Adani Wilmar vice president of sales & marketing Mukesh Mishra shared his vision behind the campaign, stating, “We aim to inspire people to rediscover the pleasure of cooking and savouring homemade dishes, fostering stronger bonds with their loved ones. At Fortune, we believe that home cooking is more than just preparing a meal; it is an experience of the senses.”
Ogilvy India chief advisor Piyush Pandey added “Fortune has consistently celebrated the joys of eating at home with its message – ‘Ghar ka khana, ghar ka khana hota hain’. We decided to take that thought to the next level by setting the narrative about home-cooked food in a restaurant… We anticipate that the phrase, ‘Ghar ka khana, ghar ka khana hota hain’ will catch on in a big way and stay in people’s minds for years to come.”
Brand Commitment: Fortune’s dedication to promoting home cooking aligns with its mission to empower consumers to embrace healthier and more fulfilling lifestyles. By encouraging the appreciation of home-cooked meals, the brand seeks to foster a renewed appreciation for traditional culinary practices and family values.
Broadcast Details: The ‘Ghar Ka Khana, Ghar ka khana hota hai’ TVC will air on leading television channels nationwide, inviting viewers to embark on a journey of rediscovery and reimagine the joys of cooking at home.
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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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.
