Brands
Fortune’s funny fight against bad cholesterol
MUMBAI: When bad cholesterol comes knocking, Fortune says not today. In a refreshingly witty spin on health messaging, Fortune rice bran health oil has launched a tongue-in-cheek campaign titled Swipe Away Bad Cholesterol, marking World Heart Day with laughter and learning in equal measure.
The TV commercial opens in a plush housing complex where two men in bright yellow padded suits, personifying ‘bad cholesterol,’ attempt to visit a resident after his weekend binge. Their banter is abruptly cut short by the lady of the house, who refuses to let them in, armed with her secret weapon: Fortune rice bran health oil.
Backed by science, the ad highlights rice bran oil’s natural oryzanol and unsaturated fats, known to support healthy cholesterol balance. The film cleverly turns an everyday indulgence into a light-hearted reminder of smarter cooking choices.
“Food is love, and how we cook reflects what we care for,” said AWL Agri Business Ltd. joint president – sales and marketing Mukesh Mishra “With over 25 per cent of adult Indians having high cholesterol, small choices like switching your cooking oil can make a big difference.”
Extending the campaign beyond screens, Fortune staged quirky on-ground activations in Mumbai, featuring actors dressed as “cholesterol men” playfully engaging with passers-by at Juhu Beach, Bandra Station, and Andheri Metro. The antics drew laughter, and curiosity, before the Fortune mascot arrived to “scare off” the cholesterol culprits.
Through humour and heart, Fortune strengthens its image as more than a kitchen staple, it’s a trusted ally for healthier living in millions of homes.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
