National 4th June 2025 : Fortune Foods, the flagship brand of AWL Agri Business Limited (formerly Adani Wilmar Limited), continued its 25-year celebration with a special Meet & Greet event for the Top 25 winners of its inaugural ‘Fortune Influencer Masterclass’ digital campaign, launched on 10th February this year. The campaign received an overwhelming response, with over 50,000 registrations from aspiring culinary content creators across India. At the felicitation event held in Ahmedabad, the top 25 winners were honoured and awarded content collaboration opportunities worth up to ₹2 lakhs per winner with Fortune Foods.
Among the Top 25 winners, three talented culinary creators from Kolkata—Madhurima Basu, Imita Singha, and Jhuma Mascharak—also made their mark. Their selection highlights the vibrant culinary talent of the region and reflects the growing influence of regional food creators in the digital landscape.
The ‘Fortune Influencer Masterclass’ offered participants expert-led training, essential tools, and a platform to showcase their culinary talent. They also received the opportunity to gain valuable insights from renowned food influencers, like Meghna Kamdar of Meghna’s Food Magic—a Forbes Top 100 Digital Star with over 5 million followers, Vinayak Grover, the creative mind behind Lost and Hungry Studios, and Nimisha Rao, Influencer Manager at Influencer.in.
Following a multi-stage evaluation process spanning nearly four months, the brand initially shortlisted the top 250 culinary creators after their first assignment. All the assignments were judged by an esteemed panel, including MasterChef winners and contestants. The criteria for judging entries ranged from recipe creativity and storytelling potential to advanced skills like video editing, plating aesthetics, and use of animation. Subsequent rounds that followed then narrowed down the field to Top 25 participants, who were felicitated at the Meet & Greet event.
The grand finale was an engaging celebration that kicked off with fun games and activities. A special Plating Demo was also conducted Meghna Kamdar, sharing industry-level knowledge. The highlight of the evening was a fireside chat titled, ‘The Ingredients of a Great Food Content Creator’. The chat featured Meghna Kamdar, who represented the Influencers side, Mukesh Mishra, Joint President, Sales & Marketing AWL Agri Business Limited from the brand side and Sunil Chawla, Co-Founder of Social Beat from the digital agency’s side bringing different perspective to the table and enlightening the audience with their thoughts.
The experts highlighted how the media landscape has shifted from traditional channels like TV and print to dynamic, digital-first platforms where authentic storytelling and real-time engagement matter most. They discussed the importance of understanding each viewer’s journey, crafting content that feels genuine, and leveraging influencers to build trust.
A significant part of the conversation focused on Fortune’s commitment to staying ahead of these trends. The brand is not just adapting to the new digital ecosystem—it’s actively shaping it. Fortune initiated this campaign with a clear vision: to build a thriving community of food enthusiasts by providing them a platform to hone their skills and grow in today’s content-driven world. This initiative is designed to support creators at all levels with mentorship across the board—from plating and scripting to video editing and animation—empowering them to tell compelling stories that connect deeply with micro-audiences.
Speaking on the occasion, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Limited said, “At Fortune, we’ve always believed that creator partnerships should go beyond simple promotions—they should serve as meaningful tools for education, empowerment, and community-building. This belief came to life through the ‘Fortune Influencer Masterclass’, launched as part of our 25-year celebration. As we mark this milestone, we wanted to do something that not only honored our journey as a trusted household brand but also reflected our commitment to nurturing talent across India.”
“The inspiration behind the Masterclass was simple yet powerful: we saw the immense untapped culinary talent across the country—especially among homemakers and food enthusiasts—who just needed the right guidance and support to thrive in the digital space. Through this initiative, we set out to provide them with the skills, mentorship, and confidence to become compelling digital creators. It’s been incredible to witness their transformation—watching them grow, experiment fearlessly, and develop their own authentic storytelling voices that resonate with audiences nationwide. We’re proud to stand behind this next generation of culinary storytellers and can’t wait to see how they continue to celebrate the joy of cooking with Fortune.” he added.
The Fortune Influencer Masterclass has not only unearthed exceptional talent, but also laid the foundation for a new generation of homegrown culinary influencers, empowered with tools, visibility, and a supportive brand platform to showcase their skills.
