Fortune builds a Rajbari from 3,000 jars for Pujo

AWL Agri Business’ flagship brand Fortune has returned to Kolkata with a Durga Puja campaign that works as public art as much as advertising. The 360-degree activation spans installations, food murals, community outreach and large-format outdoor, all built around Bengal’s festive calendar.

The centrepiece is a Rajbari-inspired structure at the iconic Deshapriya Park. Working with a renowned Bengali artist and a team of artisans, Fortune has recreated the architectural grandeur of Bengal’s historic Bonedi Baris using more than 3,000 of its own jars and product packs. The result turns familiar kitchen products into a medium for storytelling about lineage, home and tradition.

01 · The festival as a canvas

At Badamtala Ashar Sangha, the brand has moved from product architecture to food itself. A mural tunnel uses everyday ingredients—rice, dal, poha and soya nuggets—to depict rituals that anchor Durga Puja in Bengali households: listening to Mahalaya at dawn, Kolabou Snan, Ashtami Anjali, Bhog and Sindur Khela. It is a deliberate link between pantry staples and cultural identity.

Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business, framed the investment around market relevance. West Bengal, he noted, is an extremely important market for Fortune, and festivals offer a way to strengthen bonds beyond the kitchen.

“we wanted to honour this enduring connection by bringing Bengal’s rich architectural heritage and festive traditions alive through art,” he said.

02 · Two thoughts, one campaign

Fortune is running two consumer-facing ideas in parallel. #PujoTeAmiEtaKori is built on the insight that while everyone celebrates Durga Puja, each person has private rituals—from waking up to Mahalaya to wearing new outfits, visiting favourite pandals, or eating festive delicacies. A contest invites consumers to share those personal routines.

The second, #FortuneSobarPujo, is designed to widen the celebration. This year Fortune is extending the initiative beyond Kolkata to Asansol and Durgapur, with the ambition of directly engaging and positively impacting more than 3,000 children from orphanages and elderly residents of old age homes across West Bengal.

03 · Visibility at commuter scale

The on-ground work is supported by large-format outdoor branding at two of Kolkata’s busiest junctions—Ultadanga and Ruby. Spanning more than 47,000 square feet, the branding puts Fortune’s diverse product portfolio in front of festive commuters and extends the activation beyond the pandal-hopping audience.

What brand teams can take from this is a simple structure:

• Local craft: commissioned artists and artisans, not stock festival graphics.
• Product as material: 3,000+ Fortune jars form the Deshapriya Park installation.
• Ritual-led participation: #PujoTeAmiEtaKori asks consumers for their own Pujo habits.
• Inclusive reach: #FortuneSobarPujo moves beyond Kolkata to Asansol and Durgapur.
• Paid visibility: 47,000+ sq ft of outdoor at Ultadanga and Ruby.

The takeaway for CMOs: Festival work stops being wallpaper when the product becomes the medium for local culture, not a badge on someone else’s celebration.

Source: Adgully

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.