Fortune celebrates Gujarat's food traditions with 'Pakko Gujarati' campaign and Festive Pack for Uttarayan

AWL Agri Business Limited, formerly known as Adani Wilmar Limited, has launched a 'Pakko Gujarati' campaign to celebrate Gujarat's rich food culture and cooking traditions. The campaign, launched in Ahmedabad, was unveiled by legendary Gujarati theatre and film personality Siddharth Randeria. The campaign includes a specially designed Fortune Cottonlite Refined Cottonseed Oil Festive Pack, inspired by Gujarati culture and festival motifs. The oil, Fortune Cottonlite, is designed for everyday Indian cooking, particularly suited for deep-frying and retains the freshness, aroma and stability of cooked food for longer durations. The campaign is being amplified through an integrated promotional rollout including regional television and digital films, a Gujarati jingle across radio and music streaming platforms, outdoor visibility, influencer collaborations and in-store activations across key markets in Gujarat.