By Abhay Ray 
Introduction
Sunfeast Mom’s Magic, ITC’s beloved cookie brand known for celebrating motherhood, has taken a strong stand to normalize and encourage adoption in India. Partnering with the upcoming film Dear Maa, the brand organized a thought-provoking panel discussion titled “Normalizing and Encouraging Adoption in India”, aiming to spark meaningful dialogue and break stereotypes surrounding adoptive motherhood.
The event featured an esteemed panel including Soumeta Medhora, Secretary of The Indian Society for Sponsorship and Adoption (ISSA), acclaimed filmmaker Aniruddha Roy Chowdhury, actors Jaya Ahsan and Mandira Bedi, and Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods. Together, they discussed the societal challenges, emotional biases, and the urgent need for inclusive narratives around adoption in India.
Campaign Objective
The objective of ITC’s Mom’s Magic campaign is to redefine and broaden the societal understanding of motherhood by normalising adoption in India. Despite growing awareness, adoptive mothers often face judgment and emotional bias, with their love and efforts questioned or undervalued. This campaign aims to challenge those perceptions by showcasing that the essence of motherhood lies in love, care, and commitment—not biology. Through emotionally resonant storytelling and inclusive messaging, Mom’s Magic seeks to spark conversations, reduce stigma, and celebrate all forms of motherhood equally.The campaign positions adoptive mothers as equally nurturing and deserving of recognition, echoing the brand’s core belief that every mom, regardless of how she comes into motherhood, is truly magic.
Narrative and Messaging
The campaign tells heartfelt stories that highlight the deep emotional bond between adoptive mothers and their children, emphasizing that love—not biology—defines motherhood. Through touching visuals and relatable storytelling, it challenges outdated notions and invites audiences to see adoptive mothers through a lens of empathy, respect, and admiration. The messaging is clear and inclusive: every mother’s love is unique and powerful, regardless of how she became a mother. By celebrating adoptive families and their journeys, Mom’s Magic reinforces its belief that motherhood is about nurturing, sacrifice, and unconditional love—qualities that transcend genetics.
Multi-Platform Rollout
The campaign is being launched across a wide range of platforms to ensure maximum visibility and impact. Digitally, it features short films, reels, and testimonials shared on YouTube, Instagram, and Facebook. Television commercials further amplify the message through emotionally driven storytelling. The brand is also collaborating with parenting influencers, adoption advocates, and social impact creators to extend its reach. Additionally, user-generated content is encouraged through hashtags and story-sharing initiatives to create a community-driven dialogue. Select print ads and outdoor hoardings in key cities support the offline push, ensuring the campaign resonates both online and offline.
Social Impact and Response
The campaign has sparked meaningful conversations around adoption, helping to break long-standing stigmas faced by adoptive mothers in India. By portraying adoption as a natural and loving path to parenthood, Mom’s Magic encourages acceptance and empathy within families and communities. Early responses on social media have been overwhelmingly positive, with viewers praising the brand for its sensitivity and courage in addressing a rarely spoken issue. The campaign is also inspiring many to share their own adoption stories, creating a ripple effect of awareness and support. Overall, it contributes to a more inclusive definition of motherhood and promotes a culture of belonging, love, and equality.
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