Indiantelevision.com Team

(19 February 2008 8:50 pm)

MUMBAI: Adani Wilmar Ltd (AWL) has unveiled a TV commercial (TVC) entitled "Fortune Maker" for its edible oil brand Fortune Refined Soyabean Oil. The TVC has been developed by Triton Communications and directed by Imtiaz Ali of Jab We Met fame.

"The new campaign seeks to induct freshness into the brand and we now intend to take a step forward from the 'Thoda aur chalega' platform and instil in our consumers a new connect with the brand," said AWL AVP of sales and marketing Angshu Mallick.

Triton Communications national creative director Renton D'Sousa says, "What makes the communication so effective is the seamless integration of the consumer insight with the brand name and its promise. The idea is aimed at empowering the lady of the house to become the fortune maker of her family."

"The commercial builds on the inherent inquisitiveness of every Indian to know what their future / fortune holds for them. As the mother takes on the role of a Fortune teller, you discover how she not only satiates her family's appetite but also keeps each of them healthy. And thereby, ensuring their good fortune," states D'Sousa.

Adopting different communication strategies for different regions, AWL has tried creating a unique equation with Fortune. Through this commercial, the company ventures into addressing the consumer needs of the respective regions.