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Fortune rekindles pickle-making traditions with mascot ‘Achaar Maker Naani’
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Friday, 06 June, 2025, 13 : 00 PM [IST]
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Our Bureau, New Delhi
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AWL Agri Business Limited (formerly Adani Wilmar Limited), has launched the third season of its much-loved campaign, ‘Achaar Ka Perfect Jodidaar’ for its product Fortune Kachi Ghani Mustard Oil. This time, the campaign features a unique mascot of Achaar Maker ‘Naani’ (maternal grandmother) to bring back the timeless tradition and art of pickle making.
Mukesh Mishra, joint president, sales & marketing, AWL Agri Business Ltd., said, “At Fortune, we believe food is more than nourishment — it’s memory, love, and belonging. With ‘Achaar Ka Perfect Jodidaar’, we once again honour the traditional art of pickle-making along with recognising the role played by older generation who have still preserved the traditional food culture in various regions of our country and have quietly built bridges across generations. As fast-paced lives pull us away from traditional practices, this campaign will bring us back home. At Fortune, we value such nuances which help us connect with our audience better and resonate well with the regional culinary preferences.”
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