Kolkata, 10 August, 2025 :
AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) has launched the second edition of its iconic Fortune Hilsa Campaign for Fortune Kachi Ghani Mustard Oil (KGMO), welcoming acclaimed Bengali film actor Abir Chatterjee as the newest member of the Fortune family alongside cricket legend and brand ambassador Sourav Ganguly.
The event saw the unveiling of a special-edition Hilsa pack of Fortune Kachi Ghani Mustard Oil, featuring a design inspired by 19th-century Kalighat Pattachitra art. The campaign celebrates Bengal’s deep cultural bond with Hilsa fish and mustard oil, adding nostalgia and tradition to the festivities.
Speaking at the launch, Mr. Angshu Mallick, MD & CEO of AWL Agri Business Ltd., said, “Hilsa season evokes joy, nostalgia, and deep culinary pride among Bengalis. We are proud to have Sourav Ganguly continue with us and delighted to welcome Abir Chatterjee, whose spirit bridges Bengal’s rich heritage and dynamic present.”
Sourav Ganguly remarked, “Hilsa is not just food – it’s an emotion and a celebration for every Bengali household. The aroma of mustard oil in a Bengali kitchen is the scent of joy and nostalgia.”
Abir Chatterjee added, “Being a Bengali, Hilsa and mustard oil are part of our identity. Fortune Kachi Ghani Mustard Oil evokes every flavour, making me feel at home.”
The campaign extended into Kolkata’s streets, with buses, trams, and fish markets adorned in Fortune branding. Shoppers enjoyed sampling sessions, interactive cooking experiences, and the nostalgic aroma of mustard oil.
This year also marks 25 years of the Fortune brand, which now reaches 1 in 3 Indian households with a diverse portfolio of kitchen staples and personal care products.
