MAM
From ‘joy of eating’ to ‘joy of cooking’: Fortune completes 20 years
NEW DELHI: Fortune Edible Oils & Foods is celebrating 20 years of giving food lovers in the nation a healthier lifestyle. To mark this milestone, Fortune has launched a new campaign highlighting their brand’s essence, ‘20 years of Fortune.’ Augmented with a versatile array of dishes, cultures and festivals, the ad showcases the significance of the brand.
The purpose of this entire campaign is to highlight the diversity that the brand has maintained over the years along with the fact that consumer loyalty has been the core strength that helped the brand sustain in the market.
Earlier this year, Fortune Foods transformed its visual identity with the launch of a new logo that reflects its fast-evolving product offerings. Fortune Edible Oils & Foods has offered its consumers the largest variety of oils and extended to food categories such as wheat flour, Basmati rice, pulses, soya chunks and besan. Off late, they also launched the ready-to-cook version of the most popular comfort food in the country, khichdi. The brand’s ready-to-cook portfolio has increased substantially causing a shift in the consumer’s concept from “joy of eating” to “joy of cooking.”
Head of marketing Ajay Motwani said, “Fortune has always been consistent about connecting with the consumers in the correct way which was precisely the context of the campaign. In less than two decades, Fortune has not only become the number one cooking oil brand but also one of the fastest growing food brands in India. We are thrilled to be celebrating 20 years of Fortune. With this milestone, we only promise to get better and bigger by continuing to satisfy consumers with the value of the brand.”
Deputy CEO Angshu Mallick said, “We have always aimed at strengthening Fortune’s position in the market and strived to be relevant to younger households through the values they believe in. We would like to thank all those who stood for the brand and expressed their sheer love and affection towards it. Fortune Edible Oils & Foods will continue to deliver utmost consumer satisfaction ensuring that their ghar ka khana evolves to an even greater contentment.”
Gujarat-based Adani Wilmar had launched its flagship Fortune brand on 24 November 2000 in Jaipur.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
