Fortune, (an Adani Wilmar Product) embarked on a meaningful mission to rekindle the cherished tradition of pickle making, staying true to the essence of Indian culinary heritage. Their campaign, titled Achaar Ka Perfect Jodidaar, served as a powerful tribute to the nostalgia and emotion tied to pickle making.

The campaign which became successful through compelling storytelling, highlighting the indispensable role of Fortune Kachi Ghani Mustard Oil in preserving this beloved tradition has been honoured with the Gold Award at the Sabre South Asia Awards 2024. The Sabre Awards highlight the most impactful work in the industry, particularly focusing on initiatives that make a real difference in business. Winning a Sabre is a validation of the increasingly strategic role of data-driven and measurable communications.

By seamlessly blending cultural elements into the brand identity, the campaign created a distinctive integration that struck a chord with consumers. The launch of the pickle edition highlighted a commitment to respect traditional practices, displaying the brand's dedication to culinary heritage. The campaign strategically focused on regions with a strong cultural affinity to pickle making, ensuring relevance and significance with the target audience. Through emotive storytelling, the campaign invoked feelings of nostalgia and sentimentality, fostering a deeper connection with the audience.

The Achaar Ka Perfect Jodidaar campaign methodically aligned its message with the target audience across diverse mediums, ensuring resonance for the target consumers.

The revival of traditional pickle-making in Indian homes has reignited cultural heritage and delivered concrete business advantages. By blending contemporary marketing approaches with this timeless tradition, the campaign has yielded impressive returns on investment (ROI). With over 50 million impressions and a reach surpassing 14 million, the brand has successfully penetrated its intended audience.