Fortune Refined Soybean Oil has launched a new brand film that places everyday conversations about health at the centre of its message. Featuring Bollywood actor Akshay Kumar, the campaign builds on the familiar Indian habit of asking about someone’s wellbeing before any other topic. The Fortune Refined Soybean Oil campaign connects this cultural insight to the idea of nourishment as an expression of care.
The Announcement
In the film, Kumar is seen interacting with people in everyday settings, greeting them with concern for their health and general state of being. The narrative underlines how questions such as “Kaise ho” and “Sab theek” act as gestures of genuine care rather than mere social formality.
Through these scenes, the brand positions itself as a quiet but constant presence in the background of family life. The oil is introduced as an everyday choice that supports the wellbeing families wish for each other, aligning the product with emotional cues around protection and trust.
Mukesh Mishra, Joint President Sales and Marketing at AWL Agri Business, said that in India, asking about someone’s health is a language of love. He explained that the film aims to acknowledge this instinctive behaviour and place Fortune Refined Soybean Oil as more than an ingredient, presenting it as a silent caretaker in the home.
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The creative approach avoids a didactic tone. Instead, it gently reinforces the belief that when health is in good shape, everything else in life feels better. The line “Jab sehat badhiya, toh sab badhiya” acts as a summary of this thought, linking energy, joy and peace of mind to the foundation of good health that begins in the kitchen.
What does this campaign mean for the Fortune brand story
Puneet Kapoor, Chief Creative Officer Ogilvy South, said the idea was to reflect a truth that most Indians instinctively recognise that checking on someone’s health is 1 of the most authentic ways to show care. The film draws from everyday greeting rituals across regions and aims to keep the storytelling grounded and relatable.
The brand also highlights the Nutri 5 proposition of Fortune Refined Soybean Oil, which offers 5 key health benefits supporting daily wellbeing. According to the brand, Nutri 5 supports eyesight, bone health, healthy blood cholesterol levels, natural antioxidants and immune function.
With its light and clean formulation, Fortune Refined Soybean Oil has built a presence as a household choice for cooking across the country. The new campaign reinforces its positioning as a brand that stands not only for taste but also for holistic nutrition in daily meals.
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