Fortune Sunflower Oil launches 17% less oil absorption for healthier cooking

Fortune Sunflower Oil, one of India’s most trusted edible oil brands under AWL Agri Business, has introduced a new proposition of ‘17% less oil absorption’. This innovation, prominently featured on product packaging, is being communicated through new TVCs launched across Karnataka, Tamil Nadu, Andhra Pradesh, and Telangana. The TVCs, created by Ogilvy, highlight the healthier cooking experience that the new product brings to households. The proposition will be visible on its 840g pouch and 5L jar packs, ensuring consumers can directly connect with the benefits at the point of purchase.

The TVCs depict dining scenarios where food retains excessive oil, leaving hands greasy and uncomfortable. This visual narrative then transitions to a voice-over introducing Fortune Sunflower Oil as the solution, stressing upon its unique ability to reduce oil absorption and deliver lighter, healthier meals. With engaging storytelling and local cultural resonance, the films effectively showcase how the brand enhances daily cooking without compromising on taste.

The idea to launch the campaign in southern states stems from the recognition that these states are key growth markets for the brand. With its deep culinary traditions and a rising preference for healthier cooking solutions, the states present a strong opportunity for Fortune Sunflower Oil to strengthen penetration and build closer connections with consumers.

Speaking about the launch, Mukesh Mishra, joint president – Sales & Marketing, AWL Agri Business, said, “At Fortune, we have always been committed to offering products that blend quality, taste and health. With our new ‘17% less oil absorption’ proposition, we are addressing a vital consumer need for lighter, healthier cooking without compromising on taste. Through our latest TVC and integrated digital campaign, we aim to build strong resonance and connect with consumers in southern markets, where rich food traditions and health consciousness go hand-in-hand.”

The campaign will be amplified across television, digital platforms and on-ground activations, creating strong visibility and consumer engagement. The new communication reinforces Fortune Sunflower Oil’s role as a preferred choice for health-conscious consumers seeking balanced lifestyles.

With the introduction of ‘17% less oil absorption’, Fortune once again demonstrates its leadership in the edible oil category, raising the bar and championing healthier choices by bringing together innovation, consumer trust and everyday health.