Fortune Blends Tradition & Innovation at Rath Yatra 2024

Adani Wilmar Ltd, one of the largest Food & FMCG companies in India, has introduced a novel and interactive dimension with its flagship brand Fortune to this year’s Rath Yatra celebrations, blending traditional reverence with cutting-edge technology. The renowned edible oil and food staples brand launched two pioneering initiatives- an anamorphic 3D billboard on Puri Beach, and an immersive VR experience bringing the sacred ‘Chhappan Bhog’ ritual to life in a virtual realm. These initiatives marked a significant departure from conventional brand engagements, offering festival-goers an innovative way to connect with the festivities.

Fortune’s VR experience, located at Fortune Zone on Grand Road, offered devotees a virtual and interactive cooking session, allowing them to prepare four items from the Chhappan Bhog offered to Lord Jagannath. This immersive experience brought a sacred ritual to life, enabling the public to participate in a typically exclusive practice in a virtual environment. The ingredients of the items—mainly Fortune Rice, Sugar, Maida, Sunflower Oil, Mustard Oil and Moong Dal– were seamlessly placed within the Chhappan Bhog spread. Within the digital courtyard, participants can cook up to 4 items, including the famous Khaja, using Fortune products. This experience offered a culturally significant portrayal of the brand across the Odisha market.

In addition, the brand showcased an anamorphic 3D billboard on Puri Beach, featuring Fortune Sunlite Refined Sunflower Oil, set against a backdrop of animated sunflowers. Placed strategically in front of the beach, opposite the iconic Puri Hotel, the giant LED screen captivates both pedestrians and traffic with its striking 3D visuals. The billboard maximised visibility and drew significant public attention, enhancing Fortune’s cultural presence during Rath Yatra.

Speaking at the launch of this new innovative experience at Rath Yatra, Mr. Mukesh Mishra, Senior Vice President, Sales and Marketing, Adani Wilmar said, “This innovative campaign was our way of celebrating the joy of Rath Yatra by connecting with our consumers at a deeper level. Our objective was to integrate our brand and our proposition with the festival, and most importantly, with our consumers. This creative approach has resonated with our audience and reinforced Fortune's position as a brand that understands and embraces the traditions and flavours of Indian households. Fortune celebrated Odisha’s rich cultural heritage while introducing a modern twist to the festival traditions.

The VR experience received enthusiastic responses from participants, highlighting its impact and appeal. The interactive nature of the activity, combined with the cultural significance of the ‘Chhappan Bhog’, made it a memorable and engaging part of the festival. The long queues reflected curiosity and excitement. By seamlessly blending tradition with modern technology, the initiative significantly enriched the festival experience.

Fortune collaborated with Karukrit as the creative agency and on-ground partner behind the concept and execution. Based out of Kolkata, Karukrit has been providing marketing services since 1932.