Created by BC Webwise, the Fortune Cooking Oil website from Adani Wilmar, achieves what it sets out to do. The site has a clean and simple UI, relevant content and interactive elements. I think what is lacks is adequate promotion. I don’t even remember what led me to the site a week back.
The theme for the campaign is ‘Mummy Ka Khana’ and so there are various elements reinforcing this on the site. There is a contest where users need to submit signature recipes (text, pictures or videos) for a chance to feature on Zee’s Khana Khazana (the show still runs?!).
The site of course has the other brand website imperatives like the full Fortune Cooking Oil range, brand news updates and a few Cook Along videos.
The Youtube Channel also has some cooking videos though nothing great to write home about.
The website references contests running on Facebook from time to time. Latest is the ‘Fortune Favours the Brave’ (topical) contest where users can share real stories of courageous mothers and win hampers from Fortune. The page now has about 8k fans. There is a separate page with about 50k fans for Fortune Cooking Oil Plus, which is the healthier low absorption alternative. It has a current TV campaign featuring Saina Nehwal.
They have the ingredients in place. All that’s needed now is some effective marketing to get users to discover the assets and engage with the brand on the site and on social media.