Kolkata, 10 August 2025 – AWL Agri Business Ltd. (formerly known as Adani Wilmar Ltd.) celebrates the second edition of its iconic Fortune Hilsa Campaign for Fortune Kachi Ghani Mustard Oil (KGMO). In addition to the cricket legend Sourav Ganguly as a valuable brand ambassador for Fortune KGMO, the company announced acclaimed Bengali film actor Abir Chatterjee as the new member in the Fortune family.
The duo graced the event which also featured unveiling of a special-edition Hilsa pack of Fortune Kachi Ghani Mustard Oil, which is the No. 1 edible oil in West Bengal (Source: AC Nielsen). Apart from celebrating the deep cultural connection Bengalis share with the Hilsa fish, this exclusive Fortune Kachi Ghani Mustard Oil Ilish Pack also features a limited-edition design that draws inspiration from 19th-century Kalighat Patachitra art. The packaging is a visually striking tribute to Bengal’s artistic legacy.
Adding a personal and nostalgic touch, Sourav Ganguly along with Abir tried their hands for cooking their favourite Ilish recipe. The event culminated in a vibrant live Hilsa cook-off and a grand felicitation ceremony, bringing the celebration to a memorable close.
Commenting on the launch, Angshu Mallick, MD and CEO, AWL Agi Business Ltd. said, “Hilsa season evokes a sense of joy, nostalgia, and deep culinary pride among the people of Bengal. At the heart of this vibrant campaign lies a keen understanding of regional cultures and traditions, allowing us to build genuine connections with our consumers. We’re proud to have our Brand Ambassador Sourav Ganguly continue with us as a symbol of tradition and integrity, and this year, we welcome the talented Abir Chatterjee, whose spirit beautifully bridges Bengal’s rich heritage and dynamic present.”
Sourav Ganguly added, “Hilsa is not just food – it’s an emotion, a celebration, and a shared memory for every Bengali household. I am delighted to see Fortune celebrating this tradition with such a heartfelt and authentic approach. The aroma of mustard oil in a Bengali kitchen is the scent of joy and nostalgia.”
Abir Chatterjee, sharing his excitement on becoming the brand ambassador, said, “Being a Bengali, Hilsa and mustard oil are more than just ingredients – they are a part of our identity. I have grown up relishing Ilish cooked in mustard oil by my mother and grandmother, and Fortune Kachi Ghani Mustard Oil evokes that very flavour. That’s why associating with a brand that stands for authenticity and tradition, feels like coming home.”
To bring the spirit of the season to life, Kolkata’s bustling fish markets, the cultural epicenters of the Hilsa celebration, were transformed with vibrant Fortune branding and immersive consumer activations. These hubs hosted engaging activities that invited shoppers to experience the brand in an authentic, local setting.
The campaign celebration also spilled onto the streets of Kolkata, where iconic city buses and tram, wrapped in vivid visuals reflecting the traditions of Hilsa, became moving tributes to Bengal’s rich culinary heritage. To add to the excitement, branded canters roamed popular city locations, offering sampling sessions, and interactive experiences that brought the nostalgic aroma of mustard oil and traditional recipes directly to the people.
The company is also celebrating 25 remarkable years of its brand Fortune. From its humble beginning in the year 2000, Fortune has grown to become a symbol of trust, taste, and togetherness — reaching 1 in 3 Indian households. The Fortune Hilsa Campaign, through its vibrant branding, deep hyper-local community engagement and authentic storytelling, turned this season into an unforgettable celebration for every Bengali kitchen.
