AWL Agri Business Ltd’s flagship brand Fortune has strengthened its festive market outreach in West Bengal through a 360-degree Durga Puja campaign combining experiential marketing, cultural installations, consumer engagement and community initiatives.
The campaign’s centrepiece is a Rajbari-inspired installation at Deshapriya Park, featuring more than 3,000 Fortune jars and product packs. Created with a renowned Bengali artist and skilled artisans, it celebrates Bengal’s traditional aristocratic architecture. At Badamtala Ashar Sangha, a mural tunnel uses rice, dal, poha and soya nuggets to depict rituals including Mahalaya, Kolabou Snan, Ashtami Anjali, Bhog and Sindur Khela.
Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business Ltd, said West Bengal remained an important market for Fortune, with festive initiatives helping the company build stronger consumer connections through food, culture and shared traditions.
The #PujoTeAmiEtaKori campaign encourages consumers to share personal Puja rituals, while #FortuneSobarPujo will expand beyond Kolkata to Asansol and Durgapur. The initiative aims to positively impact more than 3,000 children from orphanages and elderly residents of old-age homes across West Bengal, including people facing financial, physical or social barriers to participation.
Fortune has also rolled out more than 47,000 square feet of outdoor branding at Kolkata’s Ultadanga and Ruby junctions. The campaign reflects the company’s strategy of combining regional cultural relevance, consumer engagement and brand visibility during the festive season.
