Embracing the Tradition of ‘Kai Ruchi’: Adani Wilmar’s TVC for Fortune’s ‘Ghar Ka Khana’ Campaign in South Indian Markets

Bengaluru, 27th February 2024: Building on the success of the nationwide ‘Ghar Ka Khana, Ghar Ka Khana Hota Hai’ campaign, Adani Wilmar, the creators of the Fortune brand, and one of India’s leading Food and FMCG companies, introduces a series of regional television commercials (TVCs) tailored specifically for the South Indian market, including Tamil Nadu and Karnataka. These captivating commercials, designed to showcase Fortune’s premier offerings ranging from Edible Oils to Basmati Rice, Atta, Besan, and Sugar, delve into the heart of homemade delicacies with a focus on the cultural concept of ‘Kai Ruchi’.

Capturing the Essence: Crafted by Ogilvy India, the campaign celebrates the transformative touch of those preparing meals, particularly the revered influence of mothers, encapsulated in the concept of ‘Kai Ruchi’. Through a montage of shots highlighting Fortune products and the invaluable tradition of ‘Kai Ruchi’, viewers are taken on a sensory journey through vibrant households bustling with festive cheer and kitchen activity.

The Magic of Home Cooking: From a mother lovingly serving sambhar over rice to a man kneading dough and frying pooris for his wife, each scene underscores the essence of homemade goodness. With Fortune Atta and Sunflower oil prominently displayed, the commercials beautifully weave together the brand’s products with the cherished tradition of ‘kai Ruchi’, showcasing the joy and satisfaction of cooking at home.

Mr. Jignesh Shah, Head – of Media and Fortune Brand, Adani Wilmar, expresses his excitement for the regional campaign, stating, “We aim to honor and amplify the magic-infused by the one behind the cooking, which is synonymous with the essence of homemade goodness.”

Mr. Puneet Kapoor, Chief Creative Officer, Ogilvy India (South), shares, “The sentiment of love and the personal touch of a loved one encapsulated by the beautiful culinary tradition of ‘kai Ruchi’ in the South resonates deeply with the brand idea of ‘Ghar ka khana, ghar ka khana hota hai’.”

Brand Commitment: Fortune’s dedication to championing home cooking aligns seamlessly with its mission to empower consumers toward healthier and more enriching lifestyles. By promoting the pleasure of homemade meals, the brand seeks to foster a renewed appreciation for traditional culinary customs and the importance of family values.

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