AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) held the second edition of its Fortune Hilsa Campaign for Fortune Kachi Ghani Mustard Oil (KGMO). Alongside cricket legend Sourav Ganguly, Bengali film actor Abir Chatterjee was introduced as a new brand ambassador.
The event included the launch of a special-edition Hilsa pack of Fortune KGMO, featuring a limited-edition design inspired by 19th-century Kalighat Patachitra art, reflecting Bengal’s artistic heritage.
Sourav Ganguly and Abir Chatterjee participated in cooking their favorite Ilish recipes. The event concluded with a live Hilsa cook-off and a felicitation ceremony.
Commenting on the launch, Mr. Angshu Mallick, MD and CEO, AWL Agri Business Ltd. said, “Hilsa season evokes a sense of joy, nostalgia, and deep culinary pride among the people of Bengal. At the heart of this vibrant campaign lies a keen understanding of regional cultures and traditions, allowing us to build genuine connections with our consumers. We’re proud to have our Brand Ambassador Sourav Ganguly continue with us as a symbol of tradition and integrity, and this year, we welcome the talented Abir Chatterjee, whose spirit beautifully bridges Bengal’s rich heritage and dynamic present.”
Mr. Sourav Ganguly added, “Hilsa is not just food – it’s an emotion, a celebration, and a shared memory for every Bengali household. I am delighted to see Fortune celebrating this tradition with such a heartfelt and authentic approach. The aroma of mustard oil in a Bengali kitchen is the scent of joy and nostalgia.”
Mr. Abir Chatterjee, sharing his excitement on becoming the brand ambassador, said, “Being a Bengali, Hilsa and mustard oil are more than just ingredients – they are a part of our identity. I have grown up relishing Ilish cooked in mustard oil by my mother and grandmother, and Fortune Kachi Ghani Mustard Oil evokes that very flavour. That’s why associating with a brand that stands for authenticity and tradition, feels like coming home.”
To mark the season, Kolkata’s fish markets, central to the Hilsa celebration, featured Fortune branding and consumer activities aimed at engaging shoppers in a local setting.
The campaign extended to the streets of Kolkata, where city buses and trams were wrapped in visuals reflecting Hilsa traditions, highlighting Bengal’s culinary heritage. Branded canters moved through popular areas, offering product samples and interactive experiences that evoked the aroma of mustard oil and traditional recipes.
The company also marked 25 years of its Fortune brand, which has grown since 2000 to reach approximately one in three Indian households. The Fortune Hilsa Campaign combined local community engagement and storytelling to connect with Bengali consumers during the season.
