Fortune launches new TV campaign 'Har maa ke dil mein'

MUMBAI: Adani Wilmar?s Fortune has launched a television campaign, ?Har maa ke dil mein? today.

The 75 second TVC is rooted in the philosophy that there is no greater joy than the joy of eating home cooked meals.

It is developed by the Fortune?s marketing team along with O&M and leverages the emotions of ?the unmatched taste of mother?s cooking? and the ?lengths to which a mother will go to provide her child with nutritious food.?


Adani Wilmar COO Angshu Mallick said, "Fortune?s efforts is always to own the mother?s heart, because when it comes to her child, it?s always the heart that wins over the head. All mothers in our country love cooking for their children and providing them with delicious home cooked food; this thought forms the core of our communication strategy. The TVC reinforces Fortune?s brand message to both our existing and prospective consumers."

O&M EC and CD South Asia Piyush Pandey said, "Fortune is a market leader who needs to drive the brand as well as the category. The category is food, which is the basic essential in everyone?s life, and the basic driver of emotions in any family.

"We have used SD Burman?s song ?Meri Duniya hai Maa...? as perhaps the most perfect ode to a mother. I am delighted with the film, which I think will touch a chord with every member of every family," Pandey added.


The new campaign, with over 5000 spots (average 40 seconds each) will run across 20 channels, including Star Plus, Star Pravah and Star Jalsha (the first commercial break of all Serials in the evening to be exclusively Fortune 75-seconder ad). Other properties like cricket on Neo Cricket are also part of the deal.

There will also be an internet campaign with over 10 million impressions in digital media, outdoor campaign in metro cities and a radio campaign spanning 40 different locations. The campaign will also feature on over 2000 digital cinema screens across the country and on DTH channels of various providers.

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