MAM
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.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
