The campaign will air across Hindi-speaking markets, including Maharashtra
Fortune, one of India’s leading food brands from AWL Agri Business Limited, has unveiled its latest television commercial for Fortune Besan, highlighting the importance of choosing besan made from desi chana for everyday cooking. Featuring acclaimed actor Neena Gupta, the campaign brings alive the brand’s core proposition, ‘Desi Chana Se Bana’, emphasising the purity and authenticity of besan. Through a heart-warming story of a grand mother and her Gen Z-granddaughter, the film celebrates a grand mother’s timeless wisdom in selecting the right ingredients for her family, while reinforcing the trust consumers place in Fortune brand.
Rooted in consumer insights, the campaign highlights the important factor that influences the Indian households’ purchase of besan – the use of desi chana. While younger consumers are increasingly experimenting with new recipes and sharing their culinary experiences on digital platforms, the need to choose quality ingredients remains constant across generations. Building on this insight, Fortune Besan bridges traditional wisdom and modern cooking preferences to communicate the significance of choosing authentic besan, reinforcing the importance of making an informed choice when it comes to an everyday kitchen staple.
Commenting on the campaign, Jignesh Shah, Head – Media & Digital, AWL Agri Business Limited, said, “Food choices are often shaped by habits and wisdom passed down through generations. With Neena Gupta as the face of this campaign, we wanted to capture that familiar exchange between grand mother and grand daughter, where everyday choices often carry lessons that stay with us for life. At Fortune, we believe that meaningful connections with consumers begin with understanding the role our products play in their everyday lives. Besan, a staple in Indian kitchens, is a case in point, finding its place in everything – right from daily meals to festive favourites.”
The campaign’s TVC, conceptualised by Mudra Ahmedabad, uses an everyday family interaction to bring the brand’s message to life. It captures a relatable interaction between a Gen Z grand daughter, who is also a food influencer, and her grand mother, portrayed by Neena Gupta. As the grand daughter prepares to make palak pakodas, she turns to her grand mother for guidance on choosing the right besan. What follows is a familiar exchange between two generations, where the grand daughter’s enthusiasm for cooking meets her grand mother’s experience, highlighting how wisdom passed down through generations continues to influence food choices even as cooking habits evolve.
Commenting on the campaign, Shekhar Pandey, Vice President & Head from Mudra Ahmedabad BBDO Group said, “The idea behind ‘Desi Chana Se Bana’ came from a simple insight that while the way we cook and discover recipes may have changed, the wisdom behind choosing the right ingredients often comes from our mothers. We wanted to bring this thought alive through a relatable conversation between a grand mother and her grand daughter, where traditional knowledge meets the enthusiasm of a new generation. Neena Gupta was a natural fit for the story, bringing warmth, authenticity and credibility to the character. Through this campaign, we wanted to make the importance of desi chana memorable while keeping the storytelling simple, engaging and rooted in everyday Indian households.”
With ‘Desi Chana Se Bana’ campaign, Fortune Besan continues to reinforce its commitment for purity, authenticity and consumer trust, reminding families that good food begins with the right ingredients. The campaign will go on air across Hindi-speaking markets, including Maharashtra.
