Adani Wilmar Limited, a major food and FMCG company in India, has launched the ‘Banao Kuchh Hatke’ campaign for its protein-rich brand Fortune Soya Chunks. The campaign, created by DDB Mudra, highlights the versatility of soya chunks as an ingredient, encouraging consumers to explore diverse culinary options. The campaign features ad films narrated by Indian actor and dancer Jaaved Jaaferi in Hindi and former Indian cricketer Sourav Ganguly in Bengali. The films are distributed across TV and digital channels such as YouTube, Instagram, and Facebook.
The campaign films showcase recipes made with Fortune Soya Chunks, with Jaaved Jaaferi and Sourav Ganguly humorously guessing the dish being prepared. The brand has collaborated with chefs who will share their recipes using Fortune Soya Chunks.
The communication will also extend through product packaging, featuring dishes that can be prepared using soya chunks. A QR code on the packaging will redirect consumers to a microsite with more recipes.
“We aim to inspire consumers to create ‘hatke’ dishes using Fortune Soya Chunks across various cuisines through this campaign. We are thrilled to innovate and showcase the ways an ingredient like soya chunks can be presented in an appetizing way. We wanted to highlight unique recipes that can be created with soya chunks and the campaign film reflects the message seamlessly,” Jignesh Shah, head- media and brand, Adani Wilmar Limited, said.
“The biggest challenge was to maintain the entertainment value in the film while showcasing the variety of dishes possible with Fortune Soya Chunks. Jaaved Jaaferi and Sourav Ganguly’s iconic voice added a unique touch, making this campaign truly ‘hatke’. We are hopeful that the messaging will resonate with the consumers,” Rahul Mathew, chief creative officer, DDB Mudra said.