Fortune Kachi Ghani Mustard Oil is bringing tradition back to the forefront with the third season of its campaign ‘Achaar Ka Perfect Jodidaar’. This time, the brand introduces a nostalgic mascot ‘Achaar Maker Naani’ to rekindle memories of home made pickles and the love that grandmothers pour into preserving food heritage.
The campaign is focused on celebrating the timeless art of pickle making, a ritual that holds emotional value in many Indian households. The mascot of ‘Naani’ has been designed as a warm, affectionate grandmother figure, holding a jar of home made pickle. This illustration is now part of the brand’s 1 litre Fortune Kachi Ghani Mustard Oil pouches, adding a cultural and emotional layer to everyday cooking essentials.
Mukesh Mishra, joint president of sales and marketing at AWL Agri Business, said that food is not just about nourishment but also about emotions, belonging, and generational wisdom. He shared that Fortune is proud to honour the elder women of Indian families who have kept traditional food customs alive and passed them down with love. The campaign is an invitation to return to those roots and appreciate the culinary bonds that connect generations.
To build deeper engagement, a dedicated TV commercial has been rolled out across key regions of Uttar Pradesh and Bihar. The brand is also driving its message through targeted BTL activations, aiming to reach families where pickling is still seen as an act of care, tradition, and community.
Through this initiative, Fortune is not just promoting its mustard oil but also paying homage to the cultural essence of Indian kitchens.
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