Fortune Foods in collaboration with Blinkit has rolled out a campaign that captures the festive warmth of Eid and aims to highlight the convenience of purchasing Fortune products through the quick commerce platform.

Conceptualised in-house the campaign consists of an ad film.

Set in the heart of Hyderabad, the film captures the joy of Eid and the tradition of sharing food. The protagonist Ibrahim visits his uncle Taufiq, renowned for his legendary biryani, only to discover that age has dimmed his memory - so much so that he has forgotten to prepare his iconic dish. Determined to bring back the cherished tradition, Ibrahim swiftly orders Fortune Biryani Special Basmati rice through Blinkit and starts cooking. As the family gathers to savour the meal, his uncle suddenly remembers the true essence of Eid biryani: sharing it with others before indulging themselves. Moved by the moment, Ibrahim and the family order disposable boxes from Blinkit, lovingly pack the biryani and set out to share it with friends and neighbours. The campaign concludes with Blinkit's heartfelt message: Iss Eid, khushiyaan baante! (This Eid, spread happiness).

What we think about it: The film beautifully blends nostalgia with the festive spirit, using biryani as a metaphor for love and togetherness. It subtly reinforces brand relevance while celebrating the joy of sharing during Ramadan. Furthermore, we rarely see Eid-themed ads, so it was refreshing to witness this inclusivity. 

Jignesh Shah, head – media and digital marketing, AWL Agri Business, Fortune Foods, said, “Our collaboration with Blinkit shows our commitment to providing consumers with easy access to Fortune’s premium range of products. This film not only reflects the superior quality of our offerings but also showcases how technology is reshaping grocery shopping, making it faster and more reliable. It perfectly captures the role food plays in uniting people during festive occasions. Biryani, so intrinsic to Eid celebrations, takes centre stage, highlighting the spirit of sharing that defines the festival.”

The campaign is active across digital and social media platforms.