Fortune Besan has just launched a new television commercial that gives a quiet pantry staple a recognizable face: actor Neena Gupta as a grandmother, opposite a Gen Z granddaughter who is a food influencer. The campaign is called ‘Desi Chana Se Bana’.
The hook
The first three seconds open inside a familiar Indian kitchen, not on a pack shot. The rhythm of home cooking and Neena Gupta’s presence set the promise: this is a food story, told through a relationship, not a claims-heavy ad. Before anyone says a word, the kitchen feels lived-in and the viewer knows the product message will arrive through advice, not a list of features.
The structure of the film
The film is built as a conversation, not a demonstration. The granddaughter is preparing palak pakodas and asks her grandmother for help choosing besan. That question becomes a small lesson about what the besan is made from: desi chana.
The exchange is the entire creative spine. It does not compare brands or stack up attributes. It lets the older generation’s ingredient wisdom carry the product message while the younger generation brings the content-native energy of a food influencer.
- Set-up: a Gen Z food influencer cooks a familiar snack.
- Turn: she asks her grandmother how to pick the right besan.
- Payoff: the grandmother’s answer makes desi chana the reason to choose Fortune Besan.
The idea and the brief behind it
The campaign focuses on a simple consideration: desi chana. Besan is already a staple in daily meals and festive favourites, so the brand wanted to give consumers one memorable reason to look for it.
Jignesh Shah, head of Media & Digital at AWL Agri Business, said food choices are often shaped by habits and wisdom passed down through generations. He added that the film tries to capture the familiar exchange between grandmother and granddaughter, where everyday choices carry lessons that stay for life.
Shekhar Pandey, vice president and head at Mudra Ahmedabad BBDO Group, said the insight was that while the way people cook and discover recipes has changed, the wisdom behind choosing the right ingredients often comes from their mothers. He said Neena Gupta was a natural fit because she brings warmth, authenticity and credibility to the character.
That is the brief in practice: make the importance of desi chana memorable through simple, engaging storytelling rooted in everyday Indian households.
Where it is running
The campaign will air across Hindi-speaking markets, including Maharashtra. That is a meaningful footprint for a pantry staple, where regional language reach and food-centric television slots do a lot of the heavy lifting.
Steal this
Smaller brands can borrow the same moves without a celebrity budget.
- Make one raw material the hero. Don’t say “better besan.” Say “desi chana se bana” and repeat the idea through dialogue.
- Use a generational exchange. Let an older, trusted voice deliver the proof while a younger creator character brings the curiosity. The product message lands as advice, not advertising.
- Anchor on a familiar recipe. Palak pakodas are specific enough to be real and common enough to feel like home. The dish carries the product instead of a generic food montage.
Fortune Besan’s move is a reminder that even a commodity ingredient can earn an emotional, differentiated reason to choose—if the story feels like it happens in a real kitchen.
Watch the original: Fortune Besan on YouTube
Source: Afaqs!
