Fortune pays tribute to mothers with inspiring ad campaign

The campaign has been created in association with Triton Communications

MUMBAI: On the occasion of Mother’s Day, Fortune, which has the largest portfolio of brands in the edible oils and foods segment, launched a heart-warming and thought provoking digital film to remind us the important lessons we learnt in our lives, which were shared and passed down to us by our mothers with delicious healthy homemade food.

The new digital campaign conceptualised and executed by Triton Communications builds on the brand platform of ‘Ghar Ka Khana Ghar Ka Hota Hai’. It is over ‘Ghar Ka Khana’, in the kitchen and around the dining table that the mother teaches, passes on a lot of moral values and culture to her children, especially at dinner when the whole family gets together a lot of ‘sanskars’ or ethics are imparted and inculcated over scrumptious meals. Knowingly, unknowingly, there are many important lessons in life we have learnt from our mothers over food and this idea and film is a tribute to that.


Speaking on the campaign, Triton Communications executive director and head Virendra Saini said, "Our mothers are our best critics and also our strongest supporters and thus play a very crucial role in making us who we are, the video is a salute to all mothers encouraging them with a message to be the change they want to see in others by imbibing in their children respect and love for all women and treating them as equals"

Triton Communications creative head – Mumbai Jyotsna Parikh said, “This film celebrates the progressive mother who believes that equality is a two-way street. When women can work outside, men can very well work inside too. It’s just a question of one’s attitude and there’s no person better than a mother to instil this in them.”

Speaking on the campaign Fortune head of marketing Ajay Motwani said , “The film is our tribute to mothers who inculcate progressive values in their children, throughout their life. The film thought, Parose Achche Sanskaar, fits well with our Fortune brand umbrella platform, Ghar Ka Khana, where we celebrate home cooked food as food for the body and soul.”

The campaign has been produced by Aum Sai Production House and Directed by Raju Desai.

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