Ogilvy brings a fresh take on Fortune Oils’ ‘Ghar ka khana’ to appeal to the younger audience.
Fortune Oils’ latest campaign unveils a sweet story of a husband and wife. We see the wife cooking in the kitchen when her husband enters the room with his latest toy – a voice assistant gadget. When the wife stops him from sampling the food that is being prepared, he decides to tease his wife by asking the voice assistant which restaurant serves the best ‘gobi ke kofte’. To his surprise, the voice assistant replies that the best ‘Gobi ke kofte’ was being served in his kitchen. The voice assistant continues by saying along with other fresh ingredients that are handpicked for use in the kitchen, the most important input is everyone’s favorite cooking oil – Fortune. And all this comes together in dishes that taste so good because they are prepared with love at home.
Fortune has been communicating the platform thought through different narratives over the last many years. By picking up nuances from popular culture, evolving lifestyle needs the interpretation of Ghar ka khana is kept fresh and contemporary.
Today technology is seen as a credible source of knowledge. By using technology to reinforce the brand proposition in a charming story Fortune seeks to build a new connect with its younger audience.
The film is shot in three different languages to connect with key regional audiences.
Piyush Pandey, Chief Creative Officer Worldwide, Executive Chairman India, Ogilvy: “Fortune has always saluted home cooking and makers of home food. It also tries to stay contemporary and the new ad tries to capture that spirit. I am very happy that it is going to be shared with a lot of people in this country.”
Angshu Mallick, Deputy CEO, Adani Wilmar Ltd.: “Fortune Oil always stood by the philosophy that there is nothing like home-cooked food. We found this concept fresh, engaging and it takes the brand ahead. This story puts the kitchen in the center of the home and Fortune brand at the center of the kitchen. We felt, in today’s time, that people will relate to this story where the use of technology is very common.”
Tithi Ghosh, Managing Partner, Ogilvy South: “There is no joy greater than eating home-cooked food – is a universal insight. For the brand to be in tune with changing lifestyle codes it is important to refresh the brand’s thematic communication with stories that borrow from these new cultural codes. The tonality of communication continues to be charming and authentic. This time the campaign has been shot in three different languages for even greater authenticity.”
Fortune Edible Oils is one of the most recognized and loved brands in India. Consumers across India, for generations, have been using a variety of our oils.
While the brand advertises its variants like mustard oil, sunflower oil, soya oil and many more under different product pegs, the mother brand Fortune sits on a much larger platform – ‘Ghar ka khana, Ghar ka khana hota hain’, the belief that nothing really comes close to home-cooked food. This is a deep-rooted emotion, one that only a market leader like Fortune can own.
Client: Adani Wilmar Ltd.
Brand: Fortune Edible Oils
Deputy CEO: Angshu Mallick
Adani Wilmar’s marketing team: Ajay Motwani, Suchandan Chaudhary, Vivek Tiwari
Agency: Ogilvy Bangalore
Chief Creative Officer Worldwide & Executive Chairman India, Ogilvy: Piyush Pandey
Chief Creative Officer South & South East Asia and Vice Chairman India, Ogilvy: Sonal Dabral
Chief Creative Officers, Ogilvy South: Kiran Anthony, Mahesh Gharat
Managing Partner, Ogilvy South: Tithi Ghosh
Senior Vice-President, Planning: Anirban Roy
Creative team: Nilay Moonje, Debabrata Naskar, Nimisha Kalipurayath Strategy & Planning: Siddharth Mohanty
Account Management: Priyank Vaghela, Pranav Hebbar
Production House: Corcoise Films
Director: Neha Kaul
Executive Producer: Cyrus Pagdiwala