Fortune Soyabean Oil, a leading edible oil brand of AWL Agri Business Ltd., has launched an integrated marketing campaign, ‘GharKaKhana, Ghar Ki Chhath’, targeting consumers across Bihar, Uttar Pradesh and Jharkhand through regional advertising, digital storytelling and extensive on-ground brand activations.
The campaign seeks to leverage the emotional and cultural significance of Chhath Puja to strengthen the brand’s association with Indian household kitchens. Its television commercial highlights homecoming, childhood memories, family traditions and festive delicacies such as thekua. The film will be promoted through regional television and digital platforms and adapted into an episodic Instagram series. A social media initiative will also invite consumers to share photographs of their Chhath celebrations, homecoming and traditional preparations.
Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business Ltd., said the initiative celebrates the connection between food, festivities and family traditions.
The company’s on-ground activation strategy covers 20 key ghats across seven Bihar cities, with more than 500 branding assets. At DighaGhat in Patna, highlights include a giant Chhathsoop installation, three drone LED shows, five floating clock tower boats and a 150-foot illuminated walkway featuring Fortune Kach iGhani Mustard Oil branding.
The campaign will extend to Patna, Chhapra, Samastipur, Motihari, Bhagalpur, Gaya and Muzaffarpur through hoardings, directional signage, branded gates, pillars, pole kiosks and giveaways. A dedicated LED van will operate for 10 hours daily over seven days in Patna, alongside Spin the Wheel activities and product sampling.