Campaigns

Fortune Soyabean Oil launches AR and rain-reactive OOH for monsoon

Eye-catching displays come alive when the raindrops begin to fall – clouds moves aside to reveal a plate full of steaming hot pakodas on the billboard, perfectly capturing that magical monsoon craving.

Published

July 24, 2025

M4G Bureau

After last year’s much-loved monsoon campaign where a rain-triggered hoarding revealed a plate of piping hot pakodas, Fortune is back with another delightful innovation to celebrate the rainy season. This year, Fortune Soyabean Oil returns with a Monsoon Special Pack that turns the rainy season into a burst of flavour, fun, and imagination. Blending nostalgia with next-gen tech, the brand has introduced rain-reactive hoardings—this time alongside an all-new interactive experience powered by Augmented Reality (AR) and Artificial Intelligence (AI) right from the pack itself.

This limited-edition pouch pack features a unique QR code that unlocks a delightful experience powered by Augmented Reality (AR) and Artificial Intelligence (AI). Consumers can scan the pack and create quirky, shareable images of their dream pakoda – be it a rocket, a flower, or something entirely unexpected. It’s a light-hearted way to celebrate the season and get creative with a snack that everyone loves.

Building on the inherent joy of indulging in pakodas during rainy days, Fortune has also installed innovative rain-reactive hoardings across key locations in Delhi, Jaipur, and Lucknow. These eye-catching displays come alive when the raindrops begin to fall – clouds moves aside to reveal a plate full of steaming hot pakodas on the billboard, perfectly capturing that magical monsoon craving.

Speaking about the campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd, said, “At Fortune, we believe in the joy of home-cooked food and understand the traditions and flavours of Indian households. The Monsoon season in India generally evokes a wide range of emotions and it is also synonymous with comfort food, family gathering and a cozy atmosphere. We aimed to tap into these emotions focusing on Soyabean Oil users in key markets where Fortune already enjoys a strong presence. By integrating AR and AI into our packaging, we’re not just offering a product but an experience. It’s a fun and at the same time engaging way to connect with our audience and celebrate the Monsoon season.”

The campaign is being promoted through digital platforms along with eye-catching visibility banners on leading e-commerce platforms, ensuring strong digital presence. On the ATL front, a TV commercial is currently airing across Hindi-speaking markets, Maharashtra, and West Bengal, bringing alive the warm, familiar emotion of enjoying pakodas with loved ones. Complementing this are the print ads, ensuring the campaign resonates across platforms and geographies.

To add culinary credibility and excitement, celebrity chef Amrita Raichand has joined hands with Fortune to highlight how Fortune Soyabean Oil is the perfect partner for making light, crispy pakodas – balancing indulgence with quality.

With the Fortune Soyabean Oil Monsoon Special Pack, Fortune brings together innovation and tradition in the most delicious way. Therefore, as the rains pour and cravings rise, you can scan the pack, spark your imagination, and let your pakoda dreams take shape.