AWL Agri Business has introduced a limited-edition Uttarayan-themed pack for Fortune Cottonlite Refined Cottonseed Oil in Gujarat, along with the launch of its new regional campaign, Pakko Gujarati. The initiative is designed to tap into the state’s strong cultural connect with cottonseed oil, especially during festive cooking.
The festive pack was unveiled at an on-ground event in Ahmedabad and features packaging inspired by Gujarati traditions and Uttarayan motifs. The launch saw the presence of noted theatre and film personality Siddharth Randeria, while actors Apara Mehta, Tiku Talsania and Puja Joshi have also been associated with the campaign to deepen its regional appeal.
Cottonseed oil has long been a staple in Gujarati kitchens, particularly during festivals such as Uttarayan, when traditional dishes take centre stage. Through this initiative, Fortune aims to celebrate these culinary traditions while reinforcing Cottonlite’s role in both everyday and festive cooking.
Commenting on the launch, Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business, said Gujarat holds a special place for the company, being its home state. He added that the Pakko Gujarati campaign and the festive pack are a way to authentically connect with Gujarati households by celebrating their pride in food, culture and uncompromising taste.
The Uttarayan-themed Fortune Cottonlite pack will be available for a limited period during the festive season. The campaign will run across regional television, digital platforms, radio, outdoor media and in-store activations across key markets in Gujarat, strengthening the brand’s presence during one of the state’s most important cultural celebrations.