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AWL celebrates Bengal’s culinary legacy with Fortune Hilsa campaign
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Wednesday, 13 August, 2025, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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AWL Agri Business Ltd., celebrates the second edition of its iconic Fortune Hilsa campaign for Fortune Kachi Ghani Mustard Oil. In addition to Sourav Ganguly as a brand ambassador, the company announced actor Abir Chatterjee as a new member in its family.
The duo graced the event which also featured unveiling of a special-edition Hilsa pack. Apart from celebrating the deep cultural connection Bengalis share with the Hilsa fish, this exclusive pack also features a limited-edition design that draws inspiration from 19th-Century Kalighat Patachitra art. The packaging is a visually striking tribute to Bengal’s artistic legacy.
Angshu Mallick, MD and CEO, AWL Agi Business Ltd., said, “Hilsa season evokes a sense of joy, nostalgia, and deep culinary pride among the people of Bengal. At the heart of this vibrant campaign lies a keen understanding of regional cultures and traditions, allowing us to build genuine connections with our consumers. We’re proud to have our Brand Ambassador Sourav Ganguly continue with us as a symbol of tradition and integrity, and this year, we welcome the talented Abir Chatterjee, whose spirit beautifully bridges Bengal’s rich heritage and dynamic present.”
Ganguly added, “Hilsa is not just food – it’s an emotion, a celebration, and a shared memory for every Bengali household. I am delighted to see Fortune celebrating this tradition with such a heartfelt and authentic approach. The aroma of mustard oil in a Bengali kitchen is the scent of joy and nostalgia.”
Chatterjee concluded, “Being a Bengali, Hilsa and mustard oil are more than just ingredients – they are a part of our identity. I have grown up relishing Ilish cooked in mustard oil by my mother and grandmother, and Fortune Kachi Ghani Mustard Oil evokes that very flavour. That’s why associating with a brand that stands for authenticity and tradition, feels like coming home.”
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