Adani Wilmar (AWL) is celebrating Chhath Puja this 12 months with a particular give attention to connecting with the guts of Bihar’s vibrant traditions. The corporate has launched a limited-edition Fortune Soyabean Oil pack that includes a Madhubani artwork design, capturing the essence of the pageant and paying homage to the area’s wealthy cultural heritage.
Complementing this, Fortune Chakki Contemporary Atta brings genuine flavour to conventional Chhath recipes akin to thekua, the favored festive delicacy. Fortune Chakki Contemporary Atta permits households to create smooth, flavorful thekuas, enhancing the enjoyment of Chhath celebrations. The particular Fortune Soyabean Oil, which is available in 1L pouch, shall be obtainable throughout Bihar.
AWL organised particular ghaat decorations throughout main Chhath Puja areas in Patna, extending the celebration to the broader group. The marketing campaign was supported by advertising and marketing initiatives together with tv commercials, print ads, and digital content material that includes the particular version packaging. The model’s new marketing campaign additionally features a 10-second movie which is launched on Meta and YouTube platforms.
As a part of the marketing campaign, Adani Wilmar hosted ‘Thekua Making Mahotsav’, an occasion bringing collectively native communities to rejoice the cherished traditions of Chhath Puja. The occasion highlights the numerous position performed by Fortune merchandise, together with Fortune Chakki Atta, and Fortune Soyabean Oil which makes it simple to create the proper thekua.
The ‘Thekua Making Mahotsav,’ witnessed greater than 100 girls from Patna, Muzaffarpur, and Bhagalpur who gathered to craft greater than 3,000 conventional thekuas utilizing Fortune merchandise. The pageant featured a reside demonstration by cooks Poonam Singh (Patna), Chef Pawan Pandit (Bhagalpur) & Chef Naveen (Muzaffarpur) showcasing the genuine artwork of thekua-making, enhanced with Fortune’s high quality components, making it a memorable celebration of custom and style. Girls have been welcomed to learn to make thekua, share their favorite recipes, and luxuriate in scrumptious tastings, all whereas celebrating the spirit of Chhath Puja.
To additional rejoice the spirit of Chhath Puja and join with the group, a 25 toes set up of the Fortune Soyabean Oil pack was additionally unveiled at Gandhi Maidan, serving as a landmark celebration of Chhath Puja festivities. The set up, a logo of group spirit and cultural heritage, remained all through the Chhath Puja week from November 1 to 7, 2024.
Mukesh Mishra, Vice President, Gross sales & Advertising, Adani Wilmar, stated, “Chhath Puja holds immense significance in Bihar’s cultural cloth. It’s a deeply private celebration for a lot of because it’s about household, group, and honouring the Solar God, and thekua is integral to those sacred celebrations. We celebrated Bihar’s wealthy inventive heritage with by our Madhubani artwork packaging and invited individuals to return collectively to expertise the enjoyment of the pageant at ‘Thekua Making Mahotsav’. This initiative displays our dedication to enhancing regional connections and resonating deeply with our shoppers’ culinary traditions & preferences. One thing that we just lately ensured by celebrating the Durga Puja and Hilsa pageant in West Bengal in addition to reviving the normal pickle-making course of by organizing a contest in UP.”
Written with the View : afaqs