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Fortune strengthens presence with new brand film from AWL
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Monday, 26 May, 2025, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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AWL Agri Business Ltd., (formerly Adani Wilmar Ltd), one of India’s leading FMCG companies, has launched a dedicated television campaign titled, ‘Shuddhata Ki Sahi Parakh’, for—Fortune Whole Wheat—in the key markets of Maharashtra and Gujarat. This launch is aimed at enhancing consumer awareness and reinforcing the brand’s commitment to delivering superior quality in the packaged whole-wheat segment. The initiative is designed to engage discerning consumers who have traditionally relied on loose wheat purchases by offering a consistent, high-quality alternative from a trusted national brand.
The TVC, set in a familiar neighborhood grocery store, features a curious young girl questioning the quality of wheat, leading to a compelling narrative around its superior attributes. The film educates consumers on clear indicators of premium whole wheat, such as uniform grain shape, size, colour, and strength—positioning the brand as the gold standard in the packaged whole wheat category.
Mukesh Mishra, senior vice president & business head – sales & marketing, AWL Agri Business Ltd., said, "This campaign is more than just a product message — it’s a heartfelt tribute to the Indian farmer and the informed consumer. Through these TVCs, we invite viewers on a journey to the source of real quality. Fortune Whole Wheat stands for purity, trust, and quality, and we are proud to bring that promise to our consumers."
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