The second edition of AWL Agri Business Ltd’s renowned Fortune Hilsa Campaign for Fortune Kachi Ghani Mustard Oil (KGMO) was being organized recently. The company introduced Bengali film actor Mr. Abir Chatterjee as the newest member of the Fortune family, in addition to cricket icon Mr. Sourav Ganguly, who is a significant brand ambassador for Fortune KGMO.

Along with the launch of a limited-edition Hilsa pack of Fortune Kachi Ghani Mustard Oil, the pair graced the occasion. This exclusive Fortune Kachi Ghani Mustard Oil Ilish Pack not only honors the close cultural ties Bengalis have with Hilsa fish, but it also has a limited-edition design inspired by Kalighat Patachitra painting from the 19th century. The packaging pays a powerful visual homage to Bengal’s cultural heritage.

Sourav Ganguly and Abir added a sentimental and personal touch by attempting to prepare their favorite Ilish dish. The party came to an unforgettable end with a big felicitation ceremony and a live Hilsa cook-off.

“Hilsa is not just food; it’s an emotion, a celebration, and a shared memory for every Bengali household. I’m thrilled to see Fortune honoring this custom in such a genuine and sincere way. In a Bengali kitchen, mustard oil evokes feelings of happiness and fond memories,” said Sourav Ganguly.

“As a Bengali, Hilsa and mustard oil are more than just ingredients – they are a part of our identity. Fortune Kachi Ghani Mustard Oil evokes the flavor of the Ilish that my mother and grandmother cooked in mustard oil while I was growing up. Because of this, it feels like home to be associated with a company that values tradition and authenticity,” said Abir Chatterjee.

Vibrant Fortune branding and engaging consumer activations were used to alter Kolkata’s busy fish markets, the cultural hubs of the Hilsa celebration, and bring the spirit of the season to life. These hubs offered interesting events that allowed customers to interact with the business in a genuine, neighborhood environment.

The campaign celebration also spread to Kolkata’s streets, where famous city buses and trams were transformed into poignant homages to Bengal’s rich culinary legacy while being adorned with vibrant images that reflected Hilsa customs. In order to increase the excitement, branded canters visited well-known metropolitan spots and provided interactive experiences and sampling sessions, bringing the comforting scent of mustard oil and traditional dishes right to the public.

Additionally, the business is commemorating the incredible 25 years of its Fortune brand. This season became a memorable celebration for every Bengali kitchen thanks to the Fortune Hilsa Campaign’s vivid branding, intense hyper-local community involvement, and genuine narrative.

Priyanka Dutta