Fortune Refined Soybean Oil, India’s leading refined soybean oil brand from AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), has launched a new video campaign featuring Bollywood actor Akshay Kumar that celebrates India’s culture of checking in on one another’s well-being, Nov. 22, 2025. The film taps into a familiar greeting — “Kaise ho? Sab theek?” — to highlight how health remains central to everyday conversations across Indian households.
The campaign shows Kumar interacting warmly with people in everyday settings, using simple greetings that reflect genuine care. Fortune positions this cultural insight as a natural extension of its brand promise: in India, asking about someone’s health is more than courtesy — it is a shared expression of affection and concern.
Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business Ltd., said the campaign is designed to recognize this emotional truth. “In India, asking about someone’s health is not a formality, it’s a language of love. With this film, and with Akshay Kumar bringing this sentiment to life, we wanted to recognise that gesture and position Fortune Refined Soybean Oil as more than just an ingredient — it is a silent caretaker in every home,” Mishra said. He added that families choosing Fortune are choosing “care, trust, and health for their loved ones.”
The film introduces Fortune Refined Soybean Oil as an everyday kitchen staple that supports overall wellness without overt messaging. Its narrative reinforces the belief that “Jab Sehat Badhiya, Toh Sab Badhiya,” emphasizing how good health fuels energy, togetherness and peace of mind starting with mindful food choices.
Puneet Kapoor, Chief Creative Officer, Ogilvy South, said the creative approach was rooted in authenticity. “With this film, we wanted to reflect a truth every Indian instinctively knows: that checking in on someone’s health is how we greet each other, and it remains one of the purest forms of care,” Kapoor said. The team aimed to mirror real greeting rituals observed across states and communities.
Fortune Refined Soybean Oil is fortified with Nutri 5, delivering five key health benefits including better eyesight, stronger bone health, healthy blood cholesterol levels, natural antioxidants and improved immunity. Its light, clean formulation has contributed to its popularity among Indian families.
The campaign further strengthens Fortune’s identity as a brand closely tied to nurturing the health and happiness of households across the country.
