For years, ITC’s beloved cookie brand – Sunfeast Mom’s Magic has stood for more than just delicious cookies—it has celebrated the essence of motherhood, honouring mothers as the “warmest superpower” in every child’s life. Staying true to this belief, Mom’s Magicthis year has taken up the noble cause to drive awareness and encourage ‘Adoption in India’. After powerful campaigns like ‘No More Missed Calls’, ‘Hug Her More’, and ‘Will of Change’, the Brand continues to champion a strong point of view against societal biases surrounding adoptive mothers, striving to ensure they receive the respect and equal acceptance they deserve.Despite growing awareness, adoption in India still carries stigma and emotional biases, especially when it comes to recognising adoptive mothers as equal. Many continue to judge motherhood through the lens of biological bonds, denying countless children and women the warmth of unconditional love.The brand firmly believes that every child deserves a mother’s love, regardless of genetic links and therefore it is crucial to break myths, inhibitions around adoption.
To emphasise on the issue, Mom’s Magic hosted a thought-provoking panel discussion in Kolkata on ‘Normalizing and Encouraging Adoption in India’.
The distinguished panel included Soumeta Medhora, Secretary of The Indian Society for Sponsorship and Adoption (ISSA), actor Mandira Bedi; Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods, renowned filmmaker Aniruddha Roy Chowdhury, Director of the upcoming film Dear Maa; and acclaimed actor Jaya Ahsan, who plays the lead in the film. Together, they sparked a heartfelt conversation on breaking stereotypes, nurturing inclusion, role of authorities and NGOs in facilitating adoption as well as shared personal anecdotes and experiences.
Adding a deeply personal note to the discussion, renowned Actress Mandira Bedi shared, “Adoption is a beautiful and transformative choice, one that is driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias — from being asked if I could love an adopted child as my own, to people assuming adoption is a last resort. But love doesn’t come with conditions. That’s why I truly value what brands like Mom’s Magic are doing — creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love.”
At the heart of the event was the unveiling of a powerful and moving poem titled “Dil Se Maa”,which beautifully captured the depth, resilience, and devotion of mothers, especially adoptive mothers who often face bias and societal judgment. The poem served as a poignant reminder that motherhood is built on love, not biology.
Speaking on the occasion, Shuvadip Banerjee, Chief Digital Marketing Officer ITC – Foods Division, said, “At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we aim to spark important conversations around adoption and stand in solidarity with all mothers who create magic in a child’s life—regardless of how that treasured journey begins. Together, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”
The event marked a seamless synergy between Sunfeast Mom’s Magic and the upcoming film Dear Maa, directed by Aniruddha Roy Chowdhury, which sensitively portrays the emotional journey of an adoptive mother seeking love, belonging, and acceptance. The film’s central message—that love runs deeper than blood—resonates strongly with the brand’s belief that every child deserves the magic of a mother’s love, regardless of biological ties.
