Kites, Khichdi and Cottonlite Fortune goes full Pakko Gujarati

MUMBAI: When kites soar over Gujarat, kitchens work overtime and this Uttarayan, Fortune is leaning into that delicious chaos with a distinctly local twist. AWL Agri Business Limited has rolled out its ‘Pakko Gujarati’ campaign alongside a limited-edition Fortune Cottonlite Refined Cottonseed Oil festive pack, celebrating the state’s deep-rooted love for food, tradition and no-compromise taste. Timed to coincide with Uttarayan, the initiative positions everyday cooking as the real hero of the festival.

The festive pack was unveiled at an on-ground event in Ahmedabad in the presence of Gujarati theatre and film stalwart Siddharth Randeria. To amplify the cultural cue, Fortune has also roped in familiar faces Apara Mehta, Tiku Talsania and Puja Joshi, chosen for their strong connect with Gujarati households and food-forward personas.

Uttarayan is as much about undhiyu, puris and jalebi as it is about kite strings and terrace gatherings. Fortune’s campaign taps into this emotional overlap, celebrating the pride Gujaratis take in home-cooked meals and the rituals that surround them during the festival.

Commenting on the launch AWL Agri Business Limited joint president of sales & marketing Mukesh Mishra said Gujarat holds a deeply personal place for the company, adding that the campaign reflects the ‘Pakko Gujarati’ spirit uncompromising on taste, culture and kitchen traditions.

The limited-edition Fortune Cottonlite festive pack features hyperlocal design elements inspired by kites and Gujarati cultural motifs, reinforcing the brand’s regional focus. Cottonseed oil, a long-standing staple in Gujarati homes, sits at the heart of the offering, with Fortune highlighting its everyday utility for both festive and routine cooking.

The ‘Pakko Gujarati’ campaign is being rolled out across television, digital platforms, radio, outdoor media, influencer collaborations and in-store activations across Gujarat. The festive pack will be available for a limited period during the Uttarayan season, ensuring Fortune stays front and centre as Gujarat cooks up its annual celebration.