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~ Launches its first-ever TVC campaign, ‘Shuddhata Ki Sahi Parakh’, showcasing the superior quality of its branded packaged whole wheat — reinforcing its position as the only national player in the branded whole wheat segment~
~ Every batch of whole wheat from this brand is rigorously checked to
guarantee nutritional value and specific characteristics ~
Link to Marathi TVC: (https://www.youtube.com/
Link to Gujarati TVC: (https://www.youtube.com/
23rd May 2025: AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.), one of India’s leading food FMCG companies, has launched a dedicated television campaign titled ‘Shuddhata Ki Sahi Parakh’ for—Fortune Whole Wheat—in the key markets of Maharashtra and Gujarat. This launch is aimed at enhancing consumer awareness and reinforcing the brand’s commitment to delivering superior quality in the packaged whole-wheat segment. The initiative is designed to engage discerning consumers who have traditionally relied on loose wheat purchases by offering a consistent, high-quality alternative from a trusted national brand.
The TVC, set in a familiar neighborhood grocery store, features a curious young girl questioning the quality of wheat, leading to a compelling narrative around Fortune Whole Wheat’s superior attributes. The film educates consumers on clear indicators of premium whole wheat, such as uniform grain shape, size, color, and strength—positioning Fortune as the gold standard in the packaged whole wheat category.
Mr. Mukesh Mishra, Senior Vice President & Business Head – Sales & Marketing, AWL Agri Business Ltd., said: “This campaign is more than just a product message — it’s a heartfelt tribute to the Indian farmer and the informed consumer. Through these TVCs, we invite viewers on a journey to the source of real quality. Fortune Whole Wheat stands for purity, trust, and quality, and we are proud to bring that promise to our consumers.”
The product was launched in May 2023, after which, AWL became the only national player in this highly fragmented and commoditized category, offering a guarantee of access to the purest wheat seeds of the country’s most premium varieties—Sharbati, Poorna 1544, Lokwan, Premium Grade 1 and MP Grade 1. These variants are known for their exceptional quality, sourced from select growing regions across India, and deliver superior taste, texture, and nutrition.
Fortune Whole Wheat is procured from carefully selected farms where the grains are sun-ripened and harvested with precision. Each batch undergoes rigorous quality checks to ensure high nutritional standards and deliver consistent texture and taste. The campaign highlights this meticulous sourcing and testing process, reassuring consumers that every grain of Fortune Whole Wheat is one they can trust.
The TVCs are now live across television, digital platforms, theaters and local media in Maharashtra and Gujarat, reinforcing AWL Agri Business’s commitment to consumer-centric storytelling and deepening brand engagement in key markets.
