AWL Agri Business 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.
Set in a neighborhood grocery store, the TVC features a young girl questioning the quality of wheat. The story highlights the distinct characteristics of premium whole wheat—uniform grain shape, size, color, and strength—positioning Fortune as a trusted packaged alternative to loose wheat.
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.”
Launched in May 2023, Fortune Whole Wheat made AWL Agri Business the only national brand in the fragmented whole wheat category. The product guarantees access to premium wheat varieties such as Sharbati, Poorna 1544, Lokwan, Premium Grade 1 and MP Grade 1—sourced from select regions for their superior quality.
Each batch is procured from carefully selected farms, sun-ripened, and harvested with precision. Rigorous quality checks ensure every pack meets high nutritional standards and consistent taste and texture. The campaign underscores this meticulous process, helping build trust with consumers.
The TVCs are currently airing across television, digital platforms, theaters, and local media in Maharashtra and Gujarat, deepening AWL Agri Business’s regional engagement and consumer-focused storytelling.
