ITC’s Sunfeast Mom’s Magic hosted a powerful panel discussion in Kolkata, championing the cause that “every child deserves a mother’s magic.” Held in collaboration with the upcoming film Dear Maa, the event featured voices from cinema and social welfare, including actor Mandira Bedi, filmmaker Aniruddha Roy Chowdhury, actor Jaya Ahsan, ISSA Secretary Soumeta Medhora, and ITC Foods’ Chief Digital Marketing Officer Shuvadip Banerjee.
The campaign centered around normalizing adoption and honoring adoptive mothers, whose love, the brand emphasized, is no less than that of biological mothers. A poignant highlight was the unveiling of a poem titled “Dil Se Maa”, paying tribute to the devotion and strength of adoptive mothers. Mandira Bedi’s personal story of adoption drew heartfelt responses. “Love doesn’t come with conditions,” she said, praising the brand’s effort to create societal change.
In Guwahati, where Sunfeast enjoys strong brand loyalty, the initiative has been warmly received. Local retailers reported increased customer engagement, particularly among young parents who appreciated the brand’s progressive messaging and emotional connect. With this campaign, Sunfeast Mom’s Magic continues to blend purpose with brand ethos, promoting love over lineage.