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Fortune tackles cholesterol with humorous twist in new health campaign
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Tuesday, 07 October, 2025, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Fortune unveiled its latest campaign with a new TVC spotlighting Fortune Rice Bran Health Oil. The film, which is centred on a simple but powerful message — ‘Swipe Away Bad Cholesterol’, opens in a luxury residential society, where a group in men in padded yellow bodysuits, depicting ‘bad cholesterol’ in a funny way, are seen.
When confronted by the building’s security guard and curious residents, the two simply smile and say, “Arre, Sunday hai… Kapoor ji ke yahan hi jaa rahe hain.” The scene then shifts to them confidently trying to enter the apartment, where the lady of the house stops them at the door. Uninvited yet determined, they point towards her husband relaxing on the sofa after a heavy weekend feast — clearly suggesting that such indulgence is exactly what brings them over. Sensing the danger, the woman firmly blocks their way and refuses to let them step inside. The TVC then goes on to highlight the goodness of cooking food with Fortune Rice Bran Health Oil. According to research, rice bran oil naturally contains oryzanol and unsaturated fats, which are associated with supporting healthier cholesterol balance among edible oils.
Mukesh Mishra, joint president, sales & marketing, AWL Agri Business Limited, said, “As a brand present in millions of kitchens, our aim is to tell everyday stories with a relatable touch. Today, more and more Indian consumers are suffering from High Cholesterols- more than 25% of Adult Indians have high cholesterols. We believe food is love, and how we cook reflects what we care for. With this campaign launched on World Heart Day, we wanted to spark conversations on the small choices that make a big difference, starting with what we cook in- this can help change our and our Loved one’s health and ensure a healthier future.”
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