How long has Akshay Kumar been associated with Fortune Cooking Oil?

He has been linked with Fortune since at least late 2017 and continues to appear in their campaigns.

Why did Fortune choose Akshay Kumar as their ambassador?

Because he is relatable, trusted, and has a strong family-focused image that matches the brand.

Where can I get celebrities to promote my product?

You can find the right celebrities through our platform. Share your needs and we will match you with the best fit for your campaign.

Did Akshay Kumar help with Fortune’s rebranding?

Yes. In 2020, he helped communicate that Fortune now offers many food products, not just oil.

Are the ads focused more on emotion or product details?

They balance both, but emotion plays a bigger role.

What impact has this partnership had on Fortune?

It strengthened Fortune’s family image, improved trust, and supported the brand during its expansion.

Akshay Kumar’s Role in Shaping Fortune’s Home-Friendly Image

Understanding the Fortune Cooking Oil Brand

Fortune’s Identity and Reach

Fortune Cooking Oil is part of the larger Fortune Foods brand under Adani Wilmar. For many Indian homes, the name ‘Fortune’ stands for everyday cooking, trusted quality, and family meals. Over time, the brand expanded beyond oil to include items like atta, rice, pulses, and other staples — aiming to serve the full kitchen needs of households.

Why the Brand Needed a Trusted Face

To build a deeper emotional connection with consumers and signal its expansion beyond oil, Fortune needed a brand ambassador who was respected, trusted, and had strong family appeal. Akshay Kumar met all those needs. His long-standing public image, clean lifestyle, and relatable personality helped Fortune strengthen its identity and reach a wider audience, from big cities to small towns.

Why Akshay Kumar Was the Perfect Choice

Relatability & Wide Popularity

Akshay Kumar is loved across age groups — from children and young adults to parents and older generations. This broad appeal mirrors Fortune’s target audience, making him a natural match for a brand that speaks to entire families.

Healthy, Honest, and Family-Oriented Image

Fortune promotes healthy cooking oils and believes in home-cooked meals for well-being. Akshay’s disciplined lifestyle, fitness awareness, and family-first public image aligned well with these values. Viewers trust him when he endorses good cooking habits and healthy food choices.

Long-Term Association and Consistency

Since his association began at least in late 2017 and continues even today, this long-term partnership has built strong recall. People think of Fortune and health together when they see him. The stable bond helps the brand maintain a consistent image over years.

Themes in Fortune’s Campaigns With Akshay Kumar

“Silent Caretaker” – Everyday Health & Care at Home

One of the most powerful themes in recent campaigns calls oil — specifically Fortune Refined Soybean Oil — a “silent caretaker.” The ads focus on small, everyday acts: checking on family, asking “Kaise ho? Sab theek?” and caring through food. These moments emphasize how the oil works quietly in the background to support family health.

In such ads, Akshay uses simple, warm language to highlight benefits like vitamins (A, D, E), omega-3, and natural antioxidants. The messaging stays gentle and relatable — not scientific or over-the-top.

“Ghar Ka Khana, Ghar Ka Hota Hai” – Emotional Value of Home-Cooked Meals

Another core campaign theme is the emotional comfort of food cooked at home. One memorable ad under this theme shows Akshay cooking for soldiers who miss home food. The message: nothing can replace the love, warmth, and memories tied to meals cooked at home.

Because Akshay Kumar once had a background in the food and hospitality industry, this story feels real and honest, not staged. It strengthens the emotional bond between brand and audience.

Supporting Rebranding: From Oil to Full Kitchen Brand

In 2020, Fortune expanded its offerings beyond oil — adding atta, rice, pulses, and other staples. To communicate this new identity, the brand used Akshay Kumar. He became the face explaining the broader product range, helping consumers accept and understand that Fortune is no longer just about oil, but about complete home-kitchen needs.

How the Ads Build a Family-Friendly Image

Real Homes, Real Moments

Most ads show everyday home scenes: cooking, sharing meals, caring for loved ones, or simple chats around the dining table. They avoid dramatic effects and focus on realism. This helps viewers see themselves in those situations and connect emotionally.

Warm, Simple Storytelling

Akshay Kumar delivers messages in a calm, friendly tone — like someone from the family talking to you. The language remains simple, and the video tone feels soft and comforting. This helps the brand feel like part of daily family life.

Relatable Across Generations

Because the ads are grounded in common values — care, health, warmth, and tradition — they appeal to all age groups. Whether it’s grandparents, parents, or young kids, everyone finds something familiar.

Products Promoted in These Campaigns

Fortune Refined Soybean Oil

This is the primary product in many of the ads. It’s promoted for being healthy, rich in vitamins (A, D, E), omega-3, and antioxidants. Ads position it as suitable for everyday cooking and as a wholesome choice for family meals.

Fortune Sunlite Refined Sunflower Oil

In addition to soybean oil, some campaigns also mention the Sunlite sunflower oil — known for its light texture and neutral taste. This oil is shown as versatile, good for frying, light cooking, and dishes that need a mild flavor.

Expanded Food Range (Post-2020)

After Fortune’s rebranding in 2020, the brand expanded its messaging to include atta, rice, pulses, and other staples. With Akshay Kumar as the ambassador, these products were introduced under the familiar and trusted Fortune name — helping the audience accept the expanded range easily.

Why the Partnership Delivers Results

Strong Emotional Bond with Viewers

By focusing on themes like care, home cooking, and health, the campaigns create emotional resonance. People don’t just see a product — they see values they connect with.

Consistent and Realistic Storytelling

Ads avoid exaggeration and stay grounded. The tone remains warm, simple, and gentle. This consistency builds trust over time.

Authenticity and Credibility from Akshay Kumar

Because Akshay has lived a disciplined life and once worked in the food industry, his endorsement does not feel commercial. It feels real. This credibility pushes viewers to believe in the brand’s messages.

Successful Rebranding & Broader Reach

Thanks to his presence, Fortune managed to smoothly communicate its shift from a cooking-oil brand to a broader food-category brand. The reach expanded beyond metro cities — many small-town and rural households connected with the familiar name and face.

What Others Can Learn - For Brands and Marketers

If you are building or marketing a home-oriented brand, this Fortune–Akshay Kumar partnership offers lessons:

Choose a brand ambassador whose public image aligns with your core values (health, trust, family).
Focus on everyday stories rather than big dramatics. Real-life situations resonate.
Consistent communication over years builds recall faster than one-off ads.
Use expansions or rebranding moments with a familiar face to make transitions smoother.
Emphasize emotional comfort, trust, and home — especially for food and household categories.

Find the Right Celebrity for Your Brand

If you want your brand to grow like Fortune and connect with people in a clear and strong way, choosing the right celebrity can make a big difference. We help you find celebrities and influencers for celebrity endorsements, event appearances, and influencer marketing. Whether you want a familiar face for digital ads, tech promotions, or product launches, we help you choose the perfect match for your brand.