Akshay Kumar goes back to becoming Rajiv Bhatia

Angshu Mallick, COO, Adani Wilmar said, "Our brand communication has always been about connecting with consumers at an emotional level. Akshay Kumar is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious, he epitomises all the values that Fortune stands for and is the perfect representative for our brand."

 

Piyush Pandey executive chairman and creative director, Ogilvy South Asia said, "The film continues on the theme of 'ghar ka khana'. This time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home." 

 

Akshay Kumar has been a chef his early days before he became a Bollywood star and hence could bring in a level of authenticity to the script.  

 

Azazul Haque, CCO, Ogilvy South adds, "The idea of choosing Akshay Kumar as a brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision." 

 

From there the idea of Kumar cooking for others generated. Because of his strong associations with the Indian Army, we thought a story of him cooking for the jawans, who miss 'Ghar ka khana' the most will make for an emotionally engaging plot. "The premise that one misses home cooked food when away from home is a human truth," said Haque.

 

 

CREDITS

 

Client: Adani Wilmar Ltd.               

Brand: Fortune Edible Oils

Chief operating officer: Angshu Mallick

Adani Wilmar’s marketing team: Ajay Motwani, Kaushal Desai, Sanjay Adesara

 

Agency: Ogilvy South

Executive chairman and creative director, Ogilvy South Asia: Piyush Pandey

Chief creative officers, Ogilvy South: Azazul Haque, Mahesh Gharat

Executive vice president and head of advertising: Tithi Ghosh

Senior vice president, planning: Sreenesh Bhat

Creative team: Sagar Prajapati, Vivek Srivastava, Debabrata Naskar

Strategy and planning: Shreyaa Ranjan

Account management: Sandra Patrao, Priyank Vaghela, Elizabeth Joseph

Agency producer: Rajib Baruah