Fortune Soyabean Oil has launched an outdoor campaign this monsoon, using rainfall to highlight pakoda cravings. The campaign features a rain-sensing billboard, developed by Laqshya Media Group, which includes a live weather ticker showing real-time rainfall updates. Once the rainfall threshold is predicted, the billboard reacts, clouds visually part to reveal a freshly plated serving of hot, crispy pakodas accompanied by chutney and chai, instantly evoking the joy of baarish ke saath pakode.
Installed at strategic high-traffic zones in Delhi, Jaipur, and Lucknow, a live rainfall ticker embedded in the hoarding updates in real time, building anticipation. And then, when the rain begins, these displays come alive. Clouds move aside to reveal a plate full of steaming hot pakodas on the billboard, perfectly capturing that magical monsoon craving.
The campaign is backed by a TV commercial airing across Hindi-speaking markets, Maharashtra, and West Bengal, digital banners, and print ads, ensuring a cohesive and far-reaching presence.
“Outdoor media doesn’t always need to shout; sometimes, it needs to feel. We wanted the Fortune Monsoon campaign to resonate emotionally and experientially. The integration of a real-time rainfall ticker is what elevates these billboards from being reactive to predictive. It’s not just an OOH installation, it’s a moment that people will remember,” said Atul Bhalla, Vice President Laqshya Solutions.
This rain-reactive OOH execution is part of Fortune Soyabean Oil’s broader monsoon celebration, which also includes a limited-edition AR/AI-enabled pack, letting users scan a QR code and create playful, shareable images of their dream pakoda, from rockets to roses.
Speaking about the campaign, Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business, said, “At Fortune, we believe in the joy of home-cooked food and understand the traditions and flavours of Indian households. The Monsoon season in India generally evokes a wide range of emotions, and it is also synonymous with comfort food, family gathering and a cosy atmosphere. We aimed to tap into these emotions, focusing on Soyabean Oil users in key markets where Fortune already enjoys a strong presence. By integrating AR and AI into our packaging, we’re not just offering a product but an experience. It’s a fun and at the same time engaging way to connect with our audience and celebrate the Monsoon season.”