The brand continues its mission to challenge societal biases and celebrate every form of motherhood.
Sunfeast Mom’s Magic, ITC’s flagship cookie brand, has long stood for more than just indulgence-it has championed the emotional essence of motherhood. In its latest initiative, the brand launches a campaign to promote adoption and challenge deep-seated societal biases against adoptive mothers in India.
Building on past efforts like No More Missed Calls, Hug Her More, and Will of Change, this new campaign aims to foster understanding, acceptance, and respect for all mothers-biological or adoptive. Despite growing awareness, adoption in India continues to face stigma, especially around the legitimacy and emotional bonds of non-biological motherhood.
The brand reinforces the message that every child deserves a mother’s love, and it’s time to dismantle the myths that restrict families from forming through adoption.
To bring the issue into focus, Mom’s Magic hosted a panel discussion in Kolkata titled Normalising and Encouraging Adoption in India. The panel featured:
- Soumeta Medhora, Secretary, The Indian Society for Sponsorship and Adoption (ISSA)
- Mandira Bedi, Actor
- Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods
- Aniruddha Roy Chowdhury, Director of Dear Maa
- Jaya Ahsan, Lead actor in Dear Maa
The discussion explored personal stories, the role of NGOs, and the need for more inclusive narratives around adoption.
Actor Mandira Bedi shared, “Adoption is driven purely by love. As Tara’s mother, I’ve faced intrusive questions and assumptions. But love isn’t bound by biology. Campaigns like this are vital-they help society understand that motherhood is defined by care, not DNA.”
Shuvadip Banerjee added, “Mom’s Magic celebrates the boundless love of all mothers. With our collaboration on Dear Maa, we aim to spark meaningful conversations and stand in support of every mother creating magic in a child’s life-regardless of how their journey began.”
Through this campaign, Mom’s Magic continues to champion emotional storytelling and push for a more inclusive view of motherhood in India.
