Bengal's Ilish Fever is Intensified by Fortune Kachi Ghani Mustard Oil With Bhojan Bahini

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News Desk, News Nation 360: AWL Agri Business Ltd (formerly Adani Wilmar Ltd) has relaunched its seasonal Fortune Kachi Ghani Mustard Oil (KGMO) Ilish campaign with a new look in West Bengal, catching consumers' attention with the Bhojan Bahini, or food police. The campaign highlights Hilsa's significance towards Bengali cuisine and is managed by the Joint President of Sales & Marketing, Mukesh Mishra. The 360-degree campaign features the high-decibel 'Heaviest Ilish Challenge' with cash prizes and yearly oil supply at 11 fish markets in Kolkata, plus interactive spin-the-wheel events for fish over 1 kg. The company will also engage consumers with a choice of traditional recipes of Sorshe Ilish, Bhapa Ilish, and Paturi through polling. The campaign covers 50 branded fish markets, 23 wrapped buses, two themed taxis, 23 hoardings in the city, and Canter Van roadshows in rural areas, along with digital content about the culinary arts led by Abir Chatterjee and Chef Atanu's Rannaghar, and extensive TV and print media.

Pic: courtesy