ITC’s Mom’s Magic launches campaign to normalise adoption in India

For years, ITC’s cookie brand Sunfeast Mom’s Magic has stood for more than just cookies. It has celebrated motherhood, recognising mothers as a vital part of every child’s life. This year, Mom’s Magic has launched a campaign to drive awareness and encourage adoption in India.

After campaigns like ‘No More Missed Calls’, ‘Hug Her More’, and ‘Will of Change’, the brand continues to address societal biases against adoptive mothers. It aims to ensure they receive the respect and acceptance they deserve. Despite growing awareness, adoption in India still faces stigma and emotional biases, especially around recognising adoptive mothers as equal. Many continue to view motherhood only through biological ties, which denies children and women the chance for a loving family. The brand believes every child deserves a mother’s love and says it is important to break myths and inhibitions around adoption.

To highlight the issue, Mom’s Magic held a panel discussion in Kolkata on ‘Normalising and Encouraging Adoption in India’.

The 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; filmmaker Aniruddha Roy Chowdhury, director of the upcoming film Dear Maa; and actor Jaya Ahsan, who plays the lead in the film. The discussion focused on breaking stereotypes, promoting inclusion, the role of authorities and NGOs in supporting adoption, and personal experiences shared by the panellists.

Adding a personal note to the discussion, 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what brands like Mom’s Magic are doing, creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love."

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.”