Fortune Soyabean Oil, a leading edible oil brand of AWL Agri Business Ltd., has launched an integrated Chhath Puja campaign, ‘GharKaKhana, Ghar Ki Chhath’, combining regional advertising, digital engagement and large-scale public outreach to strengthen its market presence across Bihar, Uttar Pradesh and Jharkhand.
The initiative reflects the company’s strategy of leveraging regional festivals and cultural traditions to deepen consumer engagement. The campaign’s television commercial highlights the relationship between food, family and homecoming, focusing on childhood memories, traditional delicacies such as thekua and family gatherings at river ghats. The film will be promoted through regional television and digital platforms and adapted into an episodic Instagram series. Consumers will also be encouraged to share photographs of their Chhath homecoming, festive preparations and family celebrations through social media.
Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business Ltd., said the campaign aims to celebrate cultural traditions and reinforce Fortune’s connection with Indian household kitchens.
As part of its regional outreach, the company has planned branding across 20 key ghats in seven Bihar cities, deploying more than 500 branding assets. At DighaGhat in Patna, the programme will feature a giant Chhathsoop installation, three drone LED shows, five floating clock tower boats and a 150-foot illuminated walkway featuring Fortune KachiGhani Mustard Oil branding.
The campaign will also include branded entrance arches, riverfront displays, hoardings, directional signage, pillars, pole kiosks and giveaways across Patna, Chhapra, Samastipur, Motihari, Bhagalpur, Gaya and Muzaffarpur. A dedicated LED van will operate for 10 hours daily over seven days in Patna, supported by Spin the Wheel activities and product sampling.
