Executed by Laqshya Media Group, the weather-reactive hoarding comes alive with pakodas, chai, and chutney when it rains—bringing emotional storytelling to the streets
Mumbai, August 4, 2025: Fortune Soyabean Oil has stirred up a sensory delight this monsoon with a groundbreaking out-of-home (OOH) campaign that blends real-time weather technology with emotional storytelling. The campaign, executed by Laqshya Media Group, introduces India’s first rain-reactive billboard—a dynamic installation that transforms the familiar craving of “baarish ke saath pakode” into a live, city-wide spectacle.
Set up in key high-traffic locations across Delhi, Jaipur, and Lucknow, the billboard features a built-in rainfall ticker that tracks live weather conditions. As soon as rainfall is predicted to cross a set threshold, the hoarding springs to life: clouds part visually to reveal a piping hot plate of pakodas, served with chutney and steaming chai. The result is a deeply relatable, tech-driven experience that turns every downpour into a shared monsoon moment.
“At Fortune, we believe in the joy of home-cooked food and understand the emotional connection Indian households have with monsoon flavours,” said Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd. “This campaign is more than a visual treat—it’s a sensory experience that mirrors the warmth, comfort, and nostalgia of Indian kitchens during the rainy season. Through a blend of outdoor innovation and interactive tech, we’re bringing the monsoon magic to life.”
Complementing the OOH activation is a limited-edition AR and AI-enabled pack of Fortune Soyabean Oil. Consumers can scan a QR code on the pack to create and share personalised images of their dream pakoda—from quirky shapes like rockets to floral forms like roses—bringing fun and engagement right into their kitchens.
“At a time when outdoor media often competes for attention, we chose to focus on emotional immersion,” added Atul Bhalla, Vice President, Laqshya Solutions. “The rainfall ticker transforms these hoardings from reactive visuals into predictive experiences. It’s not just advertising—it’s a memory in the making.”The monsoon campaign is further amplified through a television commercial airing across Hindi-speaking regions, Maharashtra, and West Bengal, alongside digital banners and print placements, ensuring a 360-degree brand presence.
This season, Fortune Soyabean Oil isn’t just riding the monsoon—it’s performing with it. From street corners to smartphones, the humble pakoda takes center stage like never before.
About Fortune Soyabean Oil:
Fortune Soyabean Oil, a flagship brand of AWL Agri Business Ltd, is trusted across Indian households for its purity, lightness, and versatility. Known for combining innovation with tradition, Fortune continues to build strong consumer connections through its thoughtful campaigns and high-quality products.
