Fortune Whole Wheat Flour Courts Maharashtra and Gujarat with Regional Flavor
Fortune’s new regional ad spotlights Whole Wheat Flour’s heritage in Maharashtra and Gujarat, weaving local recipes, cultural pride, and family-meals tradition into its messaging.
Prakhar
Celebrating Regional Breadbaskets
Fortune, India’s leading edible-oils and staples brand, shifts focus to its Fortune Whole Wheat Flour with a region-specific campaign for Maharashtra and Gujarat. The film delicately balances cultural nuance—showcasing gada peanuts in shev bhaji and jowar bhakri accompaniments in a Marathi home, followed by Gujarati thepla and buttery Rotla in sunlit courtyards.
A Taste of Tradition
In Pune’s mohalla, a grandmother rolls out perfect chapatis on a chulha, sharing anecdotes of fights won over misaligned jaggery roti swaps. In Vadodara’s haveli, a mother and daughter laugh through dough kneading lessons, emphasizing the flour’s consistently soft texture and golden hue.
Local Music and Aesthetic Touch
An original folk fusion score underscores each scene—lavani drums for Maharashtra, dhol tarang rhythms for Gujarat—while cinematography bathes feasts in warm, homely light. Close-ups capture flour’s granular quality and steam-rising rotis, engaging the viewer’s senses.
Multi-Touchpoint Rollout
The campaign premieres on regional satellite channels and YouTube, with 15-second edits for local radio jingles in Marathi and Gujarati. Grocery store demos in key markets offer complimentary roti-making workshops, inviting shoppers to “Feel the Fortune difference” firsthand.
Connecting Through Culture
Beyond product benefits—high fiber, stone-ground purity—the ad taps into emotional touchpoints: shared meals, harvest celebrations, and the pride of serving freshly made rotis. Fortune positions its whole wheat flour not just as an ingredient, but as a cultural thread binding generations.
Driving Trial and Share
To boost trial, Fortune packs include a QR code linking to region-specific recipe e-books: “Maharashtrian Roti Rangoli” and “Gujarati Snack Secrets.” Purchasers who upload their own regional specialties earn coupons for free refills, sparking social buzz under #FlourStories.
Cementing Market Leadership
By tailoring its storytelling to regional tastes and traditions, Fortune Whole Wheat Flour strengthens its bond with two of India’s key markets. The campaign shows that true market leadership is earned not only through quality, but through genuine cultural connection—one roti at a time.
