Fortune’s ‘Mummy Ka Khana’ Contest On Facebook Is Tasteless!

Fortune India's 'Mummy Ka Khana' Contest On Facebook neither brings something different nor adds any engagement.

Do you recall the Fortune cooking oil TVC ringing in the ‘Har maa ke dil mein’ concept? Endearing ad that is certain to get you to connect emotionally with the brand and also help build the trust factor. Taking this campaign further, Fortune cooking oil has announced the ‘Mummy ka Khana’ contest on its official website.  The contest is open for all mothers to send in their home-made recipes, with twenty shortlisted ones from among them getting a chance to be featured on ‘Zee Khana Khazana’, India’s first food channel.

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The contest has been announced on the Facebook landing page which takes you to the company website, upon clicking on the area for submitting recipes. The page asks you to register with them if not a registered user already. The form is not as time-consuming to fill up as when you would want to open up a bank account nor is it short enough in keeping with the fast-paced digital age. A few personal details and some demographics before you can submit. The last date for submissions is Jan 15, 2011 ((Article Source)).


A campaign that is beautiful and simple at the core, but probably could have done things differently rather than stick to the same old archaic ways of website registration, etc. Going by the ultra emotional TVC, I was expecting much more in terms of innovation. Also, the existing campaign has a few things that have been neglected. What the brand could have done differently is:

  • Avoid long registration forms as mothers are very busy people and filling up forms for their children takes up most of their time.
  • Allow for a Facebook login too as an alternate way of registering at the website to enter the contest.
  • With a strength of 8000+ fans out of which nearly 6000 are actively engaging, Fortune could have run the contest on the Facebook page itself by creating an app.
  • Do not run contests exclusively as an email collection exercise or to gain more ‘likes’. People are often vary of giving out their email IDs to brands for fear of spam, email marketing and other misuse of email IDs.


Social networks provide brands with an opportunity to personify themselves. It gives you a a chance to provide your fans with a virtual experience too. Both the things have been overlooked by Fortune in this campaign. The landing page lacks the zeal and the contest creates zero engagement on Facebook.

In 2012, I expect brands to evolve in their social media engagement. Hope brands are listening!