Patna, 08th November, 2024: Adani Wilmar Limited (AWL), one of India’s largest food & FMCG companies, is celebrating Chhath Puja this year with a special focus on connecting with the heart of Bihar’s vibrant traditions. The company has launched a limited-edition Fortune Soyabean Oil pack featuring an intricate Madhubani art design, capturing the essence of the festival and paying homage to the region’s rich cultural heritage. Complementing this, Fortune Chakki Fresh Atta brings authentic flavor to traditional Chhath recipes such as thekua, the popular festive delicacy. Known for perfectly ground and easy to knead, Fortune Chakki Fresh Atta allows families to create soft, flavorful thekuas, enhancing the joy of Chhath celebrations. The special Fortune Soyabean Oil, which comes in 1L pouch, will be available across Bihar.
As part of the campaign, Adani Wilmar hosted ‘Thekua Making Mahotsav’, a fun-filled event bringing together local communities to celebrate the cherished traditions of Chhath Puja. The event highlights the significant role played by Fortune products, including Fortune Chakki Atta, and Fortune Soyabean Oil which makes it easy to create the perfect thekua. Thekuas made with the brand’s chakki atta require effortless kneading, living up to its tagline, ‘Mehnat kum softness zyada’, allowing everyone to enjoy the delicious results without the hassle.
The ‘Thekua Making Mahotsav,’ witnessed more than 100 women from Patna, Muzaffarpur, and Bhagalpur who gathered to craft more than 3,000 traditional thekuas using Fortune products, guided by celebrated local chefs Poonam Singh (Patna), Chef Pawan Pandit (Bhagalpur) & Chef Naveen (Muzaffarpur). A unique touch to the event was the Fortune Chakki Fresh Atta-stamped logo on each thekua, adding a signature element to the treats. The festival featured a live demonstration by chefs Poonam Singh (Patna), Chef Pawan Pandit (Bhagalpur) & Chef Naveen (Muzaffarpur) showcasing the authentic art of thekua-making, enhanced with Fortune’s quality ingredients, making it a memorable celebration of tradition and taste. Women were welcomed to learn how to make thekua, share their favourite recipes, and enjoy delicious tastings, all while celebrating the spirit of Chhath Puja.
To further celebrate the spirit of Chhath Puja and connect with the community, a spectacular 25 feet installation of the Fortune Soyabean Oil pack was also unveiled at Gandhi Maidan, serving as a landmark celebration of Chhath Puja festivities. The installation, a symbol of community spirit and cultural heritage, will remain throughout the Chhath Puja week from November 1st to 7th, 2024. A digital campaign called ‘Thekua Ka Swadhist Saathi’ (or ‘Thekua Ka Swadhist Raaz’) is launched which celebrates the tradition of thekua, a sweet delicacy integral to the festival.
Mr. Mukesh Mishra, Vice President, Sales & Marketing, Adani Wilmar Limited, said, “Chhath Puja holds immense significance in Bihar’s cultural fabric. It’s a deeply personal celebration for many as it’s about family, community, and honouring the Sun God, and thekua is integral to these sacred celebrations. We celebrated Bihar’s rich artistic heritage with through our Madhubani art packaging and invited people to come together to experience the joy of the festival at ‘Thekua Making Mahotsav’. This initiative reflects our commitment to enhancing regional connections and resonating deeply with our consumers’ culinary traditions & preferences. Something that we recently ensured by celebrating the Durga Puja and Hilsa festival in West Bengal as well as reviving the traditional pickle-making process by organizing a competition in UP.”
AWL organised special ghaat decorations across major Chhath Puja locations in Patna, extending the celebration to the broader community. The campaign was supported by comprehensive marketing initiatives including television commercials, print advertisements, and digital content featuring the special edition packaging.