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Oil’s well that ends well: Akshay Kumar champions health
MUMBAI: It’s the greeting that oils the wheels of Indian conversation: “Kaise ho? Sab theek?” Before you can say “cup of chai”, someone’s checking if you’ve eaten, how your mother is doing, and whether that nagging cough has cleared up. Health isn’t just small talk in India, it’s the entire conversation starter pack.
Fortune Refined Soybean Oil has bottled this cultural truth in its latest campaign, with Akshay Kumar playing the concerned friend who cares about your wellbeing before getting down to business. The film captures what anyone who’s visited an Indian household knows, you’re getting a health check-up whether you asked for one or not.
“In India, asking about someone’s health is not a formality, it’s a language of love,” explains AWL Agri Business Ltd. joint president of sales and marketing Mukesh Mishra. The company wants Fortune positioned not just as cooking oil, but as “a silent caretaker in every home.”
The campaign’s tagline cuts through the clutter, “Jab Sehat Badhiya, Toh Sab Badhiya” (When health’s great, everything’s great). It’s difficult to argue with that logic, particularly when the message comes wrapped in the kind of everyday scenarios that feel like watching your own family’s WhatsApp status updates.
Ogilvy South chief creative officer Puneet Kapoor, says the team aimed to reflect “one of the purest forms of care” without getting preachy. They’ve succeeded in creating something that feels less like an advert and more like a gentle nudge from a favourite aunt.
Fortune’s pitch rests on its Nutri 5 formula, which promises five health benefits: better eyesight, stronger bones, healthy cholesterol levels, antioxidants, and improved immunity. Whether these claims hold up in your kitchen is between you and your doctor, but the brand certainly knows how to speak the language of health-conscious Indian families.
As India’s number one refined soybean oil brand, Fortune reaches one in three Indian households, roughly 123 million families. That’s a lot of kitchens, and a lot of conversations starting with “Kaise ho?”
The new campaign arrives at a time when Indians are increasingly mindful about what goes into their meals. Fortune is banking on the idea that health begins where most family decisions are made: around the kitchen table, with someone asking if you’ve been eating properly.
And really, isn’t that just the most Indian thing ever?
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Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
