Adani Wilmar Launches ‘Banao Kuchh Hatke’ Campaign for Fortune Soya Chunks

Adani Wilmar Limited has introduced its new ‘Banao Kuchh Hatke’ campaign to promote its protein-rich brand, Fortune Soya Chunks. This comprehensive 360-degree campaign highlights the versatility of soya chunks as an ingredient, encouraging consumers to experiment with innovative and diverse culinary creations. Conceptualized by DDB Mudra, the campaign features ad films narrated by renowned Indian actor and dancer Jaaved Jaaferi in Hindi and former Indian cricketer Sourav Ganguly in Bengali. The films are being distributed across various media platforms, including TV, YouTube, Instagram, and Facebook.

The campaign showcases ‘hatke’ recipes made with Fortune Soya Chunks, with Jaaved Jaaferi and Sourav Ganguly humorously trying to guess the dishes being prepared. Despite their humorous guesses, the audience is assured that Fortune Soya Chunks offers delightful surprises. The brand has collaborated with esteemed chefs to enhance its digital presence, who will share unique recipes using Fortune Soya Chunks, engaging the audience in exciting ways.

To extend the communication, the brand plans to showcase ‘hatke’ dishes on their product packaging, including a QR code that redirects consumers to a microsite with more recipes. 

Jignesh Shah, Head of Media and Brand at Adani Wilmar Limited, shared, “We aim to inspire consumers to create ‘hatke’ dishes using Fortune Soya Chunks across various cuisines. We are excited to innovate and showcase how an ingredient like soya chunks can be made appetizing. Our campaign film seamlessly reflects this message.”

Rahul Mathew, Chief Creative Officer at DDB Mudra, added, “Our biggest challenge was to maintain the entertainment value while showcasing the variety of dishes possible with Fortune Soya Chunks. Jaaved Jaaferi and Sourav Ganguly’s iconic voices added a unique touch, making this campaign truly ‘hatke’. We hope the messaging resonates with consumers.”

The ‘Banao Kuchh Hatke’ TVC will air on leading television channels nationwide, inviting viewers to rediscover and reimagine the joys of home cooking. Additionally, a dedicated microsite has been developed, featuring a variety of unique recipes with Fortune Soya Chunks, aiming to inspire consumers to go beyond traditional recipes and explore new culinary ideas.