A modern blend of panchali and patachitra – Here’s how Experience Commerce took Fortune Foods’ Ilish Utsab to another level of nostalgia

India is a land of cultural diversity; A nation where language and food are said to change at every turn. The vast customs and heritage here gives each of us an identity of our own, yet at the same time keeps us all united. With a number of local celebrations being carried out across cultures, one of the most popular ones is the Hilsa or Ilish festival. Celebrated in Bengal, starting at the first monsoon shower, this festival carries immense importance in the hearts of every Bengali.

The festival begins at the first drizzle of the season with different dishes being prepared with Hilsa fish or Ilish Maach (as Bengalis call it). While the list is long on the various preparations of the fish according to an individual's taste, Khichdi and Maach Bhaja (Fried Fish) is a dish savoured by all. Carrying ahead the nostalgia, Fortune Foods recently released a culturally rich digital video - seamlessly positioning its Kachi Ghani Pure Mustard Oil.

Leveraging the irrefutable love that Bengalis have for food and especially Fish, the brand has smartly curated the ad film around the Ilish Utsab or Ilish Festival. In this ad film, the brand has smartly showcased the strong connect which its regional audience (Bengali) has with Ilish Fish and how cooking it with Fortune Kachi Ghani has multi-folded the richness of the already palatable.

To establish a cultural connect, in the ad film, the brand has added two very important elements of the Bengali culture. First, is showcasing Pattachitra; a Bengali art form which is known for its intricate details with mythological narratives and folktales. Second, is Panchali; an oral narrative form of songs and stories in Bengali culture. Both combined, what comes across is an aesthetic and alluring video which is not just authentic but also carries the traditions attached to this celebration – in each frame.

From showing the arrival of the Ilish season to the preparation of different dishes to customers ranging from Doctors to CA at the fish market, the video carousel captures almost every theme associated with the Ilish Festival. On top of that, the folklore jingle played in the background only adds more flavour and surely takes the viewer on a sentimental ride. The ideal match of Ilish and Fortune Kachi Ghani is also pushed subtly without any bells and trumpets.

The video has been appreciated by the audience across the country; especially the TG for which it was curated – Bengalis. Within a short span of time, the ad has had a reach of over 4 million viewers and has been viewed over 2.4 million times. Talking about engagement, the video has been shared by over 8,000 people who also expressed their love by commenting their own 'Ilsha story'. What is also noteworthy is that a substantial number of comments are in Bengali - with the response in Bengali as well from Fortune's social team– therefore indicating that the campaign championed its regional base with its beautiful, emotional, and tempting representation.