The Bengali chefs are preparing their best recipes for the king of fishes, Hilsa/Ilish, as the season approaches. The strong aroma of mustard oil goes well with Hilsa, whether it’s the steamed bhaapa ilish or the yogurt-based doi ilish. With great pleasure, Fortune Kachi Ghani Mustard Oil announces the release of limited-edition packaging honoring this legendary culinary occasion. This distinctive packaging, which is only found in West Bengal and Tripura, draws attention to the rich cultural history and value of the Hilsa fish.

The limited-edition pack pays homage to the creative legacy of the area with a striking design influenced by 19th-century Kalighat potchitro paintings. A complete advertising strategy that consists of a television commercial, regional cooking competitions, and other consumer engagement activities is being used to support this endeavor. The business has painted West Bengali trams, which are traditional forms of transportation, with creative paintings that highlight different Hilsa-related customs and practices as a way to honor the region’s cultural heritage. These paintings have been infused with Kalighat art to make sure the locals would connect with them. These creative trams also help to spread awareness of Hilsa’s rich culinary heritage in West Bengal and to foster a sense of ethnic pride.

Applying mustard oil to the pan in a golden yellow color is still the first step in cooking illish. Mustard oil is still used in almost every Ilish dish, including paturi wrapped in banana leaves, jhaal made with mustard paste, and basic fry or curry (jhol). This season, Adani Wilmar is excited to interact with the experts of Ilish cuisine.

User-generated content (UGC) including Bengali art and culture has been posted to engage the audience on a deeper level. To draw customers, a range of Point of Sale Materials (POSM) are also displayed in stores. The campaign has been amplified even more to reach a larger audience thanks to radio promotions.

Adani Wilmar has been using a variety of eye-catching tactics for external promotions, such as restaurant branding, the installation of enormous pack cutouts, branding AC buses and metro, and branding fish markets. Digital displays (OOH) and outdoor hoardings were employed to further advertise the new pack. As a part of the fish market and social activations, competitions were held, and the winners were invited to a grand finale event in August. Some of the area’s well-known chefs will celebrate the final victors, who demonstrated their culinary prowess by preparing delicious Ilish delicacies.

The special Ilish pack by Fortune Kachi Ghani Mustard Oil (KGMO) will be available for a limited time.

Priyanka Dutta