Mumbai, Aug 4, 2025: Fortune Soyabean Oil is turning heads and tickling taste buds this monsoon with a one-of-a-kind outdoor campaign that transforms the simple act of rainfall into a celebration of pakoda cravings. At the heart of this extensive initiative is a rain-sensing billboard, designed and executed by Laqshya Media Group, which integrates a live weather ticker displaying real-time rainfall updates. Once the rainfall threshold is predicted, the billboard reacts, clouds visually part to reveal a freshly plated serving of hot, crispy pakodas accompanied by chutney and chai, instantly evoking the joy of “baarish ke saath pakode”.
Installed at strategic high-traffic zones in Delhi, Jaipur, and Lucknow, the innovation bridges technology and tradition in a deeply relatable way. A live rainfall ticker embedded in the hoarding updates in real time, building anticipation. And then, when the rain begins, these eye-catching displays come alive. Clouds move aside to reveal a plate full of steaming hot pakodas on the billboard, perfectly capturing that magical monsoon craving. Unlike static visuals, this is a billboard that feels the weather and responds, turning the cityscape into a live moment of indulgence.
“Outdoor media doesn’t always need to shout; sometimes, it needs to feel. We wanted the Fortune Monsoon campaign to resonate emotionally and experientially. The integration of a real-time rainfall ticker is what elevates these billboards from being reactive to predictive. It’s not just an OOH installation, it’s a moment that people will remember,” said Atul Bhalla, Vice President Laqshya Solutions.
This rain-reactive OOH execution is part of Fortune Soyabean Oil’s broader monsoon celebration, which also includes a limited-edition AR/AI-enabled pack, letting users scan a QR code and create playful, shareable images of their dream pakoda, from rockets to roses.
Speaking about the campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd, said, “At Fortune, we believe in the joy of home-cooked food and understand the traditions and flavours of Indian households. The Monsoon season in India generally evokes a wide range of emotions, and it is also synonymous with comfort food, family gathering and a cosy atmosphere. We aimed to tap into these emotions, focusing on Soyabean Oil users in key markets where Fortune already enjoys a strong presence. By integrating AR and AI into our packaging, we’re not just offering a product but an experience. It’s a fun and at the same time engaging way to connect with our audience and celebrate the Monsoon season.”
The campaign is backed by a TV commercial airing across Hindi-speaking markets, Maharashtra, and West Bengal, digital banners, and print ads, ensuring a cohesive and far-reaching presence. This Monsoon, the skies don’t just pour — they perform. Watch the clouds make way for pakodas with Fortune’s rain-sensing billboard.
