Indian oil brand, Fortune Oils has unveiled a campaign featuring its brand ambassador Bollywood actor Akshay Kumar emphasising how Ghar ka khana, ghar ka khana hota hai (nothing really comes close to home cooked food).
The film, which was conceptualised by Ogilvy South, begins with Akshay Kumar interacting with a group of Army jawans (soldiers) and soon he realises as well as missing home, the soldiers also miss homemade food. Akshay salutes the soldiers for the sacrifices they make to safeguard the country and tells them "Rajiv Bhatia will cook for you."
Soldiers are quite confused as to who Rajiv Bhatia is when suddenly Kumar enlightens them that his name before entering the Bollywood industry was Rajiv Bhatia and that he was a chef.
Piyush Pandey executive chairman and creative director, Ogilvy South Asia: "The film continues on the theme of 'ghar ka khana' but this time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home. Akshay Kumar is a good fit because he has been a chef in his early days (before he became a Bollywood star). I am sure he will touch the hearts of people and strengthen Fortune Oils connect with the people of India."
Azazul Haque, chief creative officer, Ogilvy South said: "The idea of choosing Akshay Kumar as a brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision. Also, Akshay has good credibility as a food expert because of his affiliation with world-famous cookery shows and his own past with the food industry. From there the idea of him cooking for others generated."