Karukrit Advertising Agency, known for its culturally resonant campaigns, has recently orchestrated a vibrant brand experience at the Rongali Bihu celebrations held from 14-17th April 2025 at Latashil Ground, Assam.
The event spotlighted Fortune Edible Oils and Foods, which embraced the festive spirit by blending traditional Assamese culture with immersive brand storytelling.
The “Fortune Zone” created a striking presence at the venue, featuring the tallest backlit gates and a towering 25-foot replica of the Fortune Kachi Ghani mustard oil bottle. With an emphasis on the sensory essence of Bihu, its music, dance, and cuisine, the campaign aimed to celebrate the Assamese New Year while reinforcing Fortune’s brand ethos of trust and homegrown flavours.
Celebrity chefs and local icons amplified the excitement. MasterChef Nayanjyoti Saikia held a popular live masterclass, baking an atta-jaggery cake using Fortune Chakki Fresh Atta and Fortune Refined Soyabean Oil.
Meanwhile, actress Barsha Rani Bishaya delighted audiences as she prepared the traditional Assamese kolpeetha, giving it a signature twist from the Fortune kitchen. The live cooking drew massive footfall, with over 2,000 people sampling the delicacy on-site.
The integrated campaign spanned both online and on-ground activations, amassing more than 1 lakh visitors and 1.75 million digital views through the celebrities’ social media. Taking the message further, Fortune also rolled out the celebration across nine cities in Assam with visually impactful outdoor promotions.
With over 25 years of legacy, Fortune continues to champion the spirit of ghar ka khana, transforming everyday cooking into shared cultural celebrations. Through its presence at Bihu 2025, the brand not only participated in the festivities but also helped shape them, creating lasting impressions of warmth, taste, and tradition.
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