Adani Wilmar Limited, producer of India’s leading edible oil brand ‘Fortune’ unveiled its new ad campaign for 2008. A vibrant & attention-grabbing TV commercial for Fortune Refined Soyabean Oil titled ‘Fortune Maker'. It aims to reinforce the company’s commitment to the quality and betterment of health of the consumers. This TV commercial has been created by Triton Communication & directed by Imtiaz Ali of “Jab We Met” fame.

“It gives me great joy to announce the new ad campaign for Fortune Refined Soyabean Oil. We believe food should nourish the heart and inspire the soul. And for that we’ve created the finest oil that gives you a healthy reason to over indulge. Fortune Refined Soyabean Oil, enriched with OMG3, gives complete health for complete family. The new campaign seeks to induct freshness into the brand and we now intend to take a step forward from the ‘Thoda aur chalega’ platform and instill in our consumers a new connect with the brand” said Mr. Angshu Mallick, A.V.P Sales & Marketing, Adani Wilmar Limited.

National Creative Director, Mr. Renton D’Sousa of Triton Communications says, “What makes the communication so effective is the seamless integration of the consumer insight with the brand name and its promise. The idea is aimed at empowering the lady of the house to become the ‘FORTUNE MAKER OF HER FAMILY’. The commercial builds on the inherent inquisitiveness of every Indian to know what their future / fortune holds for them. As the mother takes on the role of a Fortune teller, you discover how she not only satiates her family’s appetite but also keeps each of them healthy. And thereby, ensuring their good fortune.”

Benefits of Fortune Refined Soyabean Oil – 5 Gunowala are:

Ø Helps in keeping ones Eyes healthy

Ø Helps in keeping Heart healthy

Ø Helps in nourishment of the feoteus,

Ø Helps in controlling Diabeties &

Ø Helps in overall immunity & growth.

In an age where consumers are mindful about good health and wellness and conscious about their eating habits, Fortune Refined Soyabean Oil has encouraged consumers to savor what they eat. Adopting different communications strategies for different regions, AWL created a unique equation with Fortune. From launching of the brand Fortune to creating and sustaining the brand value, Adani Wilmar Limited has addressed the consumer needs of the respective regions.

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About Adani Wilmar

Adani Wilmar Limited (AWL), a Rs. 2600 crore company; is a joint venture between two global corporations - The Adani Group of India - the leaders in international trading & private infrastructure, and The Wilmar International Limited of Singapore – Asia’s leading agri-business group.

Together Adani Group and Wilmar Group have set up India's first port based refinery in 1999, at Mundra, Gujarat. Today the Mundra refinery is one of India's largest and most sophisticated oil refineries. FORTUNE, RAAG and JUBILEE are the brands under which AWL sells its range of edible oil, vanaspati and bakery shortening.

In addition to Mundra refinery, AWL also owns refineries at Bundi [Rajasthan], Haldia [West Bengal] and Mantralayam [Andhra Pradesh]. Its cumulative refining capacity is more than 3200 Tonnes per Day (TPD). The company also has packing operations in Madhya Pradesh, Maharashtra, Rajasthan, Kerela, Andhra Pradesh, Karnataka and Gujarat.

With 80 branches, 5000 distributors catering to over 1 million outlets, AWL’s products reach to more than 20 million households across India. Since its launch in 2000, Fortune took just 20 months to become India’s No.1 edible oil brand*, and we are still at the top of the chart

*as per Nielsen Retail Audit Index – MAT Nov ‘07