Akshay Kumar Leads Fortune Soybean Oil's New Health First Campaign

Fortune Refined Soybean Oil has launched a new health-focused campaign featuring Bollywood actor Akshay Kumar.

The film highlights how everyday Indian conversations often begin with concern for well-being, using greetings like “Kaise ho?” to underline the theme of health in daily life.

The campaign revolves around the message “Jab Sehat Badhiya, Toh Sab Badhiya,” positioning Fortune Soybean Oil as a household choice linked to better health.

According to Mukesh Mishra, Joint President, Sales & Marketing at AWL Agri Business Ltd. (formerly Adani Wilmar) the brand aims to recognise this cultural ritual of caring through health-conscious choices.

“When families choose Fortune, they choose care, trust, and health for their loved ones,” he says. 

• Akshay Kumar fronts Fortune Soybean Oil’s new health-first campaign rooted in everyday Indian greetings
• “Jab Sehat Badhiya, Toh Sab Badhiya” positions Fortune as a caring, health-conscious household choice
• Ogilvy South’s film highlights how Indian families connect through conversations about well-being

Created by Ogilvy South, the campaign adopts simple, relatable scenarios showing how health remains central to Indian family interactions. “We wanted to reflect a truth every Indian instinctively knows … checking in on someone’s health is how we greet each other,” explains Puneet Kapoor, Chief Creative Officer at Ogilvy South.

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Fortune Soybean Oil features the brand’s Nutri 5 formula, which includes fortification meant to support eyesight, bone health, cholesterol management, antioxidants, and immune function. Through this initiative, the brand aims to connect everyday cooking with consistent, practical steps toward better household well-being.