Kolkata, September 15, 2026: AWL Agri Business Ltd., formerly known as Adani Wilmar Ltd., has brought back its much-loved Ilish campaign for Fortune Kachi Ghani Mustard Oil, celebrating Bengal’s enduring love for the iconic Hilsa fish through a wide range of consumer experiences across West Bengal.
This year, the campaign returns with a refreshed key visual featuring Bhojan Bahini, Fortune’s popular food police led by Sourav Ganguly and Abir Chatterjee, reinforcing Fortune Kachi Ghani Mustard Oil’s association with Bengal’s favourite Ilish preparations.
Commenting on the campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said that Ilish is more than just a fish for Bengal and remains deeply connected with the region’s culture, traditions and food memories. He added that the campaign aims to celebrate this emotional connection while bringing Fortune closer to consumers through experiences rooted in Bengal’s culinary heritage.
‘Heaviest Ilish Challenge’ Takes Centre Stage
As part of the campaign, Fortune invited consumers at participating fish markets to take part in the ‘Heaviest Ilish Challenge’. Consumers could get their Ilish weighed for an opportunity to win prize money along with a yearly supply of Fortune Kachi Ghani Mustard Oil.
The challenge was conducted across 11 key fish markets in Kolkata and surrounding areas, adding an interactive element to the seasonal Ilish shopping experience.
The fish market activations also featured a Spin the Wheel activity. Consumers purchasing Ilish weighing more than 1 kg could participate and stand a chance to win exciting prizes.
Adding a strong culinary element, consumers were also invited to vote for their favourite Ilish preparations, including Bhapa Ilish, Sorshe Ilish, Tel Jhol, Paturi and Machher Tok.
50 Fish Markets Covered Across West Bengal
The campaign has been amplified through extensive on-ground activations across key locations in West Bengal, focusing on consumer engagement, visibility and brand presence at important purchase points.
Fortune has extended the initiative to 50 fish markets, with branding across shop boards, outlets and other consumer touchpoints.
The campaign also features a significant transit media presence, including 23 full bus wraps and two taxis, creating visibility across key consumer routes. To reach smaller towns and emerging markets, Fortune is additionally conducting Canter Van activations across rural and semi-urban areas.
The campaign’s citywide visibility is further supported by 22 regular hoardings and one innovative hoarding, designed to generate greater awareness around the Ilish campaign.
Digital Campaign Brings Ilish Recipes to Audiences
The digital leg of the campaign features Abir Chatterjee as part of the Bhojan Bahini collaboration with Chef Atanu’s Rannaghar, one of Bengal’s popular culinary influencer platforms.
Through engaging digital content, Abir explores Chef Atanu’s signature Ilish recipe while highlighting Fortune Kachi Ghani Mustard Oil as the preferred choice for preparing Bengal’s much-loved Ilish. The communication is further supported by an influencer campaign aimed at expanding the campaign’s reach among digital audiences.
Beyond digital and on-ground activities, Fortune Kachi Ghani Mustard Oil is also being promoted through television and print media, including block advertisements, strengthening the campaign’s presence across Bengal.
Through Bhojan Bahini, Fortune continues to focus on the idea of choosing the right oil for the right food occasion, with Fortune Kachi Ghani Mustard Oil taking centre stage during Bengal’s much-loved Ilish season.
With its latest Ilish campaign, Fortune is combining consumer engagement, market activations, transit media, outdoor advertising, digital storytelling and traditional media to strengthen its connection with Bengal’s culinary culture and celebrate one of the region’s most cherished food traditions.
