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The upcoming campaign for Fortune Plus will popularise the product as the 'oil that isn't oily' and will take the tagline 'Ab Bas Toot Pado' forward
Adani Wilmar, manufacturer and distributor of edible oils, has launched a new variant called Fortune Plus, under the flagship brand Fortune. Fortune Plus is targeted at young and health-conscious Indians. The brand has roped in ace badminton player, Saina Nehwal to endorse the product.
According to the Fortune Plus team, a research conducted by the company revealed that people don't indulge in the joy of food anymore, largely owing to health concerns. Fortune Plus is thus positioned as a healthy product -- food cooked in the oil would be easy to digest.
Ogilvy India handles the brand's creative duties. "The upcoming campaign will be TV-led and efforts to increase brand visibility will be aggressive," informs Piyush Pandey, executive chairman and creative director, Ogilvy & Mather South Asia.
With the pan-India launch, Fortune Plus will be available in two variants, namely, Sunflower and Soybean, at leading outlets across the country. The product will be available in consumer packs of one litre (PET bottle and pouch); five litres (jar) and 15 litres (jar).
Brand Fortune was launched in 2000. In 2009, it was repositioned with the notion of the 'Joy of Eating' to further strengthen its market share. The current development serves to take this overall brand thought forward, albeit with an added angle of health.
Commenting on the launch, Pranav Adani, managing director, Adani Wilmar, says, "The modern buyer is increasingly health conscious; and the notion of healthy indulgence is driving the need for product innovation. Our focus this year has been to offer healthy products readily to the Indian consumers. With the launch of Fortune Plus, we aim to replicate our success with our other brands in the country."
For the record, Adani Wilmar, a Rs 6000-crore company, is a joint venture of the Adani Group of India (present in the area of international trading and private infrastructure) and Wilmar International of Singapore (an agri-business group and merchandiser/processor of edible oils).