Fortune Celebrates Pickle Traditions with Naani Mascot

Fortune Rekindles Pickle-Making Traditions with “Achaar Maker Naani”

There’s something magical about the taste of homemade pickles—especially when they’re made by our grandmothers. This year, Fortune, the popular edible oil brand from AWL Agri Business (formerly Adani Wilmar), is bringing back those cherished memories with the third season of its beloved campaign, “Achaar Ka Perfect Jodidaar.” At the heart of this campaign is a brand-new mascot: the “Achaar Maker Naani,” a loving grandmother figure who celebrates the timeless art of pickle-making.

Honouring Heritage and Family Traditions

Pickle-making in India is more than just a kitchen activity—it’s a tradition passed down through generations, filled with stories, laughter, and love. Fortune’s campaign pays tribute to this heritage by spotlighting the role of grandmothers, or “Naanis,” who have preserved these culinary secrets and kept family bonds strong.

Mukesh Mishra, joint president of sales and marketing at AWL Agri Business, explains, “At Fortune, we believe food is more than nourishment—it’s memory, love, and belonging. With ‘Achaar Ka Perfect Jodidaar,’ we once again honour the traditional art of pickle-making along with recognising the role played by the older generation who have still preserved the traditional food culture in various regions of our country and have quietly built bridges across generations. As fast-paced lives pull us away from traditional practices, this campaign will bring us back home. At Fortune, we value such nuances which help us connect with our audience better and resonate well with the regional culinary preferences”.

Meet the “Achaar Maker Naani” Mascot

This year’s campaign introduces a delightful new character: the “Achaar Maker Naani.” She is depicted holding a jar of homemade pickle, symbolizing warmth, wisdom, and the flavors of tradition. Her cheerful caricature now graces the 1-litre pouch of Fortune Kachi Ghani Mustard Oil, making every pack a reminder of the love and care that goes into every jar of pickle.

The mascot is more than just a face on the packaging—it’s a tribute to grandmothers everywhere, whose pickles are often the highlight of every meal and a source of nostalgia for many.

TV Commercials and Local Activations

To spread the message far and wide, Fortune has launched a new television commercial in key markets like Uttar Pradesh and Bihar. The ad captures the essence of pickle-making as a family affair, with the Naani character guiding younger generations through the process. The campaign is also supported by focused below-the-line (BTL) activations, ensuring that the message reaches local communities and resonates with regional culinary preferences.

Bringing Back Lost Traditions

In today’s fast-paced world, many traditional practices are fading away. Fortune’s campaign is a gentle reminder to slow down and reconnect with our roots. By celebrating the role of grandmothers and the art of pickle-making, the brand hopes to inspire families to revive these age-old customs and create new memories together.

The campaign’s success lies in its ability to evoke nostalgia while staying relevant to modern consumers. It taps into the emotional connection people have with food, family, and tradition—reminding us that some of life’s best moments are shared around the kitchen table.

Connecting with Consumers Across Generations

Fortune’s focus on regional tastes and family values helps the brand connect with a diverse audience. Whether it’s the tangy mango pickle in the north or the spicy lemon pickle in the south, the campaign celebrates the unique flavors and stories that make Indian cuisine so rich.

By putting the spotlight on grandmothers and their legendary pickles, Fortune not only promotes its Kachi Ghani Mustard Oil as the perfect partner for pickle-making but also strengthens its bond with consumers across generations.