National | March 8, 2026: Ahead of International Women’s Day, leading edible oil brand Fortune, the flagship brand of AWL Agri Business Limited (formerly Adani Wilmar), has released a thought-provoking digital film highlighting the importance of shared household responsibilities and greater appreciation for the work that goes into everyday cooking.
The campaign film draws from a relatable household situation to spark a wider conversation about gender roles within families. The narrative begins with a husband deciding to cook for the day, only to realise that he does not know where basic kitchen ingredients such as flour, cooking oil and coriander are kept. What begins as a simple attempt at helping soon becomes a moment of reflection when his wife points out that while cooking is often expected from women, the knowledge, planning and effort required to manage a kitchen are frequently overlooked.
Through this everyday interaction, the film sheds light on the invisible labour associated with running a household and encourages families to rethink traditional expectations around domestic responsibilities.
The story concludes with a powerful message — when the kitchen becomes everyone’s responsibility, the food at home truly becomes “ghar ka khana.” The campaign emphasises that appreciation for home-cooked meals begins with participation, understanding and shared effort within the family.
Commenting on the initiative, Mukesh Mishra, Joint President – Sales & Marketing at AWL Agri Business Limited, said that Fortune has always associated “Ghar Ka Khana” with togetherness, affection and cultural bonding within Indian families.
He noted that Women’s Day should not only celebrate women but also acknowledge the everyday responsibilities they carry. Through the new campaign, the brand hopes to inspire families to share household roles and recognise the effort that goes into preparing every meal.
The film has been rolled out across multiple digital platforms ahead of International Women’s Day, encouraging audiences to reflect on how small steps — such as participating in household chores — can help create more balanced and equal partnerships at home.
