AWL Agri Business Ltd. (formerly known as Adani Wilmar Ltd.) recently celebrated the second edition of its iconic Fortune Hilsa Campaign for Fortune Kachi Ghani Mustard Oil (KGMO) in the presence of the company's brand ambassador, former Indian captain Sourav Ganguly.

The company also announced Bengali film actor Abir Chatterjee as the new member of the Fortune family.

Sourav Ganguly, along with Abir, tried their hands at cooking their favourite Ilish recipe.

The event culminated in a vibrant live Hilsa cook-off and a grand felicitation ceremony, bringing the celebration to a memorable close.

Commenting on the launch, Angshu Mallick, MD and CEO, AWL Agi Business Ltd. said, “Hilsa season evokes a sense of joy, nostalgia, and deep culinary pride among the people of Bengal."

"At the heart of this vibrant campaign lies a keen understanding of regional cultures and traditions, allowing us to build genuine connections with our consumers. We’re proud to have our Brand Ambassador Sourav Ganguly continue with us as a symbol of tradition and integrity, and this year, we welcome the talented Abir Chatterjee, whose spirit beautifully bridges Bengal’s rich heritage and dynamic present," Mallick said.

Sourav Ganguly added, “Hilsa is not just food – it’s an emotion, a celebration, and a shared memory for every Bengali household. I am delighted to see Fortune celebrating this tradition with such a heartfelt and authentic approach. The aroma of mustard oil in a Bengali kitchen is the scent of joy and nostalgia.”

Abir Chatterjee, sharing his excitement on becoming the brand ambassador, said, “Being a Bengali, Hilsa and mustard oil are more than just ingredients – they are a part of our identity. I have grown up relishing Ilish cooked in mustard oil by my mother and grandmother, and Fortune Kachi Ghani Mustard Oil evokes that very flavour. That’s why associating with a brand that stands for authenticity and tradition, feels like coming home.”