Adani Wilmar has launched an exciting new campaign, “Banao Kuchh Hatke,” to promote its protein-rich brand, Fortune Soya Chunks. Conceptualized by the renowned agency DDB Mudra, this campaign aims to highlight the versatility and innovation in using soya chunks, urging consumers to explore creative culinary options.

The campaign features engaging advertisements narrated by the multifaceted actor Jaaved Jaaferi in Hindi and the legendary cricketer Sourav Ganguly in Bengali. These films humorously showcase ‘hatke’ recipes made with Fortune Soya Chunks, with Jaaferi and Ganguly playfully guessing the dishes being prepared. Despite their humorous guesses, the films leave the audience with a clear message: Fortune Soya Chunks promises delightful and surprising culinary experiences.

Jignesh Shah, Head of Media and Brand at Adani Wilmar, expressed his excitement about the campaign, saying, “Our goal is to inspire consumers to create ‘hatke’ dishes using Fortune Soya Chunks across various cuisines. We are excited to showcase the innovative ways soya chunks can be used to create appetizing dishes, and the campaign film effectively conveys this message.”

To further enhance its digital presence, Adani Wilmar has collaborated with esteemed chefs who will share unique recipes using Fortune Soya Chunks on various social media platforms like YouTube, Instagram, and Facebook. This collaboration aims to engage the audience by presenting innovative ways to incorporate soya chunks into their meals.

Rahul Mathew, Chief Creative Officer at DDB Mudra, added, “The challenge was to balance entertainment with showcasing the variety of dishes possible with Fortune Soya Chunks. The iconic voices of Jaaved Jaaferi and Sourav Ganguly add a unique touch, making the campaign truly stand out. We hope this message resonates with consumers.”

Additionally, the campaign extends to product packaging, which features ‘hatke’ recipes and includes a QR code that redirects consumers to a dedicated microsite. This microsite offers a plethora of unique recipes, inspiring consumers to go beyond traditional cooking methods and experiment with new culinary ideas.

The “Banao Kuchh Hatke” TVC is set to air on leading television channels nationwide, inviting viewers to rediscover the joys of cooking at home. By promoting Fortune Soya Chunks through creative and engaging content, Adani Wilmar aims to inspire a renewed enthusiasm for culinary exploration and innovation.