Kolkata, October 2026: Fortune, the flagship brand of AWL Agri Business Ltd., is celebrating the spirit of Durga Puja through an immersive festive campaign that blends Bengal’s rich cultural heritage, artistic creativity and community engagement. The campaign features a magnificent Rajbari-inspired installation at Deshapriya Park, innovative food art at Badamtala Ashar Sangha and initiatives aimed at making the festive celebrations more inclusive across West Bengal.
The centrepiece of this year’s campaign is a spectacular Rajbari-inspired installation at Deshapriya Park, recreating the grandeur of Bengal’s traditional Bonedi Baris. Developed in collaboration with a renowned Bengali artist and a team of skilled artisans, the architectural installation features more than 3,000 Fortune jars and product packs, transforming everyday household products into an artistic tribute to Bengal’s historic homes and cultural legacy.
Adding another dimension to the celebration, Fortune has created a unique mural tunnel at Badamtala Ashar Sangha, where artists have used everyday food ingredients, including rice, dal, poha and soya nuggets, to portray iconic Durga Puja traditions. The artworks capture cherished moments such as listening to Mahalaya at dawn, Kolabou Snan, Ashtami Anjali, Bhog and Sindur Khela, highlighting the deep-rooted connection between food, family and Bengal’s festive culture.
Commenting on the initiative, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said that West Bengal remains an important market for Fortune. He highlighted the brand’s commitment to strengthening its connection with consumers by celebrating the state’s architectural heritage, cultural traditions and the role of food in bringing families and communities together. He also emphasised the importance of ensuring that the joy of Durga Puja reaches people who may otherwise be unable to participate fully in the festivities.
Further strengthening its consumer engagement, Fortune has introduced the #PujoTeAmiEtaKori campaign, built around the idea that every individual has unique rituals that make Durga Puja special. From waking up to Mahalaya and wearing new clothes to visiting favourite pandals and enjoying festive delicacies, the campaign encourages people to share their personal Pujo traditions, memories and experiences through a dedicated contest.
Alongside its cultural initiatives, Fortune is expanding its flagship #FortuneSobarPujo initiative to promote inclusive festive celebrations. This year, the brand aims to extend its outreach beyond Kolkata to Asansol and Durgapur, with the goal of directly engaging and positively impacting more than 3,000 children from orphanages and elderly residents of old-age homes across West Bengal. The initiative seeks to bring the festive spirit to people who may face financial constraints, physical limitations, age-related challenges or social isolation.
Fortune has also strengthened its festive visibility across Kolkata through large-format outdoor branding at two major junctions—Ultadanga and Ruby. Covering more than 47,000 square feet, the campaign showcases the brand’s diverse product portfolio across key commuter corridors during the festive season.
Through a combination of heritage-inspired installations, innovative food art, consumer participation and community outreach, Fortune is bringing together Bengal’s traditions and the spirit of inclusivity this Durga Puja. The campaign reinforces the brand’s commitment to creating meaningful connections with consumers while making the festival more memorable for communities across West Bengal.
