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Fortune Soya brings ‘Baarish Aur Pakode’ to life with outdoor campaign
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Wednesday, 26 August, 2026, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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The first spell of rain in India brings with it a familiar craving for garma garam chai and a plate of hot, crispy pakodas. Tapping into this much-loved monsoon food moment, Fortune Soya Health Refined Soyabean Oil has unveiled a distinctive outdoor campaign that brings the joy of baarish aur pakode to life through larger -than -life innovations across Delhi, Varanasi and Patna.
Built around the thought ‘Baarish Ke Saath Pakodon Ka Swaad’, the campaign places Fortune Soya Health at the heart of an occasion deeply woven into Indian food culture. Through contextual outdoor OOH innovations, the campaign transforms a familiar monsoon craving into an engaging visual experience while extending the idea into the home kitchen through a special consumer offer.
In Delhi, Fortune has unveiled an innovative billboard featuring an oversized, steaming bowl overflowing with golden pakodas, accompanied by a prominent pack of Fortune Soya Health Refined Soyabean Oil. The dimensional execution transforms the humble monsoon snack into a striking city landmark, creating the impression of a fresh batch of pakodas being served right above the street.
Taking the idea from the roadside to the riverside, Fortune extended the experience to Varanasi with a specially designed branded float on the Ganga. Set against the city’s iconic ghats, the installation features a larger-than-life Fortune Soya Health pack alongside a bowl brimming with pakodas, translating the same monsoon food moment into a setup rooted in the visual character of the city.
The campaign also extends to Patna, bringing the same spirit of baarish aur pakode to another culturally relevant food destination. Through a contextual outdoor execution, Fortune brings alive the familiar monsoon craving while reinforcing the role of Fortune Soya Health in making pakodas at home.
Adding a consumer-led layer to the campaign, Fortune is also connecting the outdoor experience with a special promotional offer. Consumers purchasing a 5L Fortune Soya Health Refined Soyabean Oil jar get 400 gm Fortune Besan free, creating a natural link between the oil used for frying crispy pakodas and one of the key ingredients that makes the monsoon snack possible. The offer further brings the campaign thought of ‘Baarish Ke Saath Pakodon Ka Swaad’ from the streets into Indian kitchens.
Commenting on the innovative monsoon campaign and installations, Prashant Pandey, Group Product Manager, AWL Agri Business Ltd, said, “The monsoon has a special place in Indian culture, and food is inseparable from the way we experience it. The sight of rain almost instantly sparks a craving for hot pakodas. With ‘Baarish Ke Saath Pakodon Ka Swaad’, we wanted to tap that deep familiar connection in a way that people could not just see, but immediately feel and connect with. By taking the idea across Delhi, Varanasi and Patna, and connecting it with an offer that brings Fortune Soya Health and Fortune Besan together, we are extending that monsoon moment from the streets into households across India.”
The three city executions are united by a simple cultural truth: the monsoon is not just a season, it is a feeling, and food is one of its strongest expressions. Through scale, three-dimensional food imagery and locally relevant formats, the campaign seeks to bridge the emotion of the rains with the everyday ritual of making those much-awaited pakodas with Fortune cooking oil at home.
In Delhi, the larger-than-life installation uses scale and appetite-inducing imagery to spark curiosity amid the monsoon cityscape, while in Varanasi, the branded float carries the proposition onto the Ganga, giving the campaign a distinctly local expression. In Patna, the campaign further builds on the same cultural insight through a contextual outdoor execution. Together, the innovations demonstrate how contextual outdoor advertising can move beyond conventional formats to become an organic part of the environment itself.
The campaign reflects Fortune Soya Health’s endeavour to build deeper connections with consumers by participating in everyday Indian food occasions and celebrating the cultural moments that make cooking and eating more memorable.
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