Features Friday, May 08, 2015 - 05:30
  Food has always been an important part of Gayatri Subramanian’s family. Mealtimes were a celebration for them. When her son Vivek returned from college, he would bring his friends along. She enjoyed cooking for them. He also loved to cook with her. However three years ago, this routine was cut short when Vivek, who was in his first year of college, succumbed to cancer. In those tough days Gayatri found strength through her cooking. But now Gayatri can continue this tradition she used to share with her son by cooking for other children studying away from home. “Even though my son Vivek is no longer with me, I’ll feel good making food for someone else’s child,” she says. This will be possible through an initiative by Fortune Oils called Fortune Mother Exchange. This Mother’s Day, many children who often miss their home food can enjoy “Ma ka khana” through Mother Exchange. In this innovative platform, a mother whose child is studying away from her can prepare food for someone else's son or daughter who lives in the same city as her. Meanwhile that child’s mother will prepare food for the former's child, bringing about a joyous experience of sharing recipes and love. Mother Exchange, which is a part of Fortune’s “Ghar ka khana, ghar ka khana hota hai” campaign has already received more than 1,000 registrations and of these more than 200 mothers have been connected to each other already. Sanjay Adesara, Brand Manager for Fortune Oils, says, “This was conceived by Piyush Pandey of Ogilvy and Mather at a brainstorming session. So far we have got a good response from the online media. We have not decided the duration of the campaign and will go with the flow.” The reaction on social media has indeed been positive. This. https://t.co/bqT5o9yUrU by @FortuneFoods quite reminded me of my first day at college away from home ;-( #MotherExchange — Aakash Singh (@AK40Singh) May 4, 2015 #motherexchange Such a touching, interesting and unique concept! What would kids not give for this! :) https://t.co/WUXO9Vvvki — kavitha kk (@kavithakk) April 30, 2015 This #Fortune Cooking Oil's #MotherExchange campaign has stolen my heart. Purely built on emotions and a really beautiful thought. WIN! — Brown Scooterwala (@upsidedakshin) April 30, 2015 Parth Parikh, who has moved from Mumbai to Hyderabad for his Masters, misses his mom’s hot chapathis. “Here I have to eat the mess food, which doesn’t taste any good and is often cooked with soda. When I get bored with this food or miss my ‘ghar ka khana’. I’d like to eat some mom- made food,” he says. Fortunately for him, his mother Poonam Parikh has registered on this platform. Another mother from Mumbai, Anuradha Bajpai has registered on Mother Exchange to connect with someone from Delhi who can prepare home-cooked food for her son Aniket studying at IIT. “Only a person who doesn’t have [one’s] child at home will know what it feels like and this platform connects such mothers. In my son’s hostel mess everything is served, but the food has no taste. I hope I can connect with another mother who will prepare good food for him,” she says. She, like many mothers, decided to join the programme after watching an online video released by Fortune Foods. The advertisement portrays the real experience of Manju and Aishwarya, who found that their respective child was studying in each other’s city. The video narrates how the mothers came together over geographical and language barriers to make their sons' favourite dishes. “The ad touches the chords of your heart,” says Bajpai. The video which was published on April 25 has more than 200,000 views so far. Mothers who'd like to connect with a mother in the city where your child is studying, can register here by filling in their details. Once you have joined the portal, profiles of some mothers who are in your child’s city will be available. Select any of the profiles and send a request to them. If they accept your profile then contact details will be shared. Watch the ad below: Video of h22M4-0rAUg