National – 4th June, 2025 : AWL Agri Business Limited (formerly Adani Wilmar Limited), a leading Indian Food & FMCG company and maker of the iconic Fortune brand, has launched the third season of its much-loved campaign, ‘Achaar Ka Perfect Jodidaar’ for its product Fortune Kachi Ghani Mustard Oil. This time, the campaign features a unique mascot of Achaar Maker ‘Naani’ (maternal grandmother) to bring back the timeless tradition and art of pickle making.
Commenting on the initiative Mr. Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said, “At Fortune, we believe food is more than nourishment — it’s memory, love, and belonging. With ‘Achaar Ka Perfect Jodidaar’, we once again honour the traditional art of pickle-making along with recognizing the role played by older generation who have still preserved the traditional food culture in various regions of our country and have quietly built bridges across generations. As fast-paced lives pull us away from traditional practices, this campaign will bring us back home. At Fortune, we value such nuances which help us connect with our audience better and resonate well with the regional culinary preferences.”
The campaign highlights the fact that pickles made by grandmothers embody the essence of heritage and to honour this tradition, the brand has included a unique caricature of an ‘Achaar Maker Naani’ holding a jar of pickle on the 1 ltr pouch of Fortune Kachi Ghani Mustard Oil. A dedicated TV commercial has been launched in key markets of Uttar Pradesh and Bihar, supported by focused BTL activations. As part of this initiative, a special mall activation in Lucknow and Patna brought the campaign to life.
As Fortune Kachi Ghani Mustard Oil continues to be the gold standard for generations of Indian kitchens, this campaign reaffirms its deep-rooted connection to tradition, community, and the enduring legacy of culinary love.
