Fortune Launches ‘Bhojan Bahini’ Campaign, Celebrating India’s No.1 Oil Jodi of Mustard and Soyabean Oils

Kolkata, 28 October 2025: Fortune, India’s leading edible oil brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), is set to strengthen its leadership in West Bengal with the release of its much-awaited regional feature film, Bhojan Bahini (Food Force), premiering on October 28, 2025.

The TV campaign brings together two of Bengal’s most celebrated icons, cricketing legend Sourav Ganguly and actor Abir Chatterjee, in a high-energy cinematic experience that blends humour, drama and Bengal’s timeless love for food. The ‘Bhojan Bahini’ TVC carries a simple yet powerful message ‒ choose quality over compromise. The story positions Fortune Mustard Oil and Fortune Soyabean Oil as India’s No.1 Jodi, the perfect pair trusted to bring out the authentic taste of Bengal’s most loved dishes. Featuring Sourav and Abir in never-before-seen avatars as the witty ‘Food Police’, the film follows their mission to uncover what makes the perfect Bengali meal. Their investigation leads to the discovery of the unbeatable combination — Fortune Mustard Oil and Fortune Soyabean Oil — symbolising the purity, aroma and trust that define Bengali kitchens.

Speaking on the campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd. said, “With Bhojan Bahini, we are celebrating Bengal’s unbreakable bond with food. Sourav and Abir perfectly embody the state’s love for authenticity and quality. Through this film, we’re reminding consumers that great taste and tradition begin with choosing the right ingredients, and in Bengal that means the No.1 jodi of Fortune Mustard and Soyabean Oils.”

Visually rich and emotionally resonant, the TVC captures the vibrant essence of Bengal cuisine — from the sizzle of luchis to the aroma of kosha mangsho — evoking nostalgia, pride and appetite in equal measure. The playful humour and chemistry between Sourav’s charm and Abir’s humour adds a delightful touch that aligns with the film’s fun and dramatic tone, making it both entertaining and relatable.

Rooted in regional culture yet carrying a universal message, Bhojan Bahini goes beyond entertainment to spark meaningful conversations in Bengali homes — about food, family and the value of quality over compromise. The campaign reinforces Fortune’s position as the undisputed leader in both the Mustard and Soyabean oil categories across West Bengal and beyond.