Adani Wilmar, an FMCG brand, has turned the arrival of the monsoon into a high-tech culinary event with its new #MonsoonWithFortune campaign. The company’s latest initiative showcases its Fortune Soyabean Oil in an interactive way, promising a twist to the usual rainy season advertising.
In a clever nod to the monsoon’s favourite snack, the campaign features 3D hoardings installed in Lucknow, Kolkata, and Pune. These hoardings are designed to do more than just catch the eye. When it rains, the display transitions from an empty plate with the message ‘Baarish Ka Intezaar’ (waiting for the rains) to a mouthwatering platter of pakodas with ‘Pakode Hain Tayaar’ (pakodas are ready).
But the innovation doesn’t stop there. Fortune has also rolled out a television commercial (TVC) that continues the monsoon theme. With the tagline ‘Yeh baarish phir se aayi hai, saath apne pakode ka mausam laayi hai’ (this rain has returned, bringing with it the season of pakodas), the ad taps into the nostalgia of rainy days spent enjoying homemade pakodas.
“This innovative campaign is our way of celebrating the joy of monsoon and connecting with our consumers on a deeper level. We believe this creative approach will resonate with our audience and reinforce Fortune’s position as a brand that understands and embraces the traditions and flavours of Indian households,” Mukesh Mishra, senior vice president, sales and marketing, Adani Wilmar, said.