ITC's Sunfeast Mom's Magic has rolled out a campaign aimed at driving awareness and encouraging adoption in India.  

The campaign consists of an ad film.

The film centres around challenges that are deep-seated stigmas and emotional biases, particularly the notion that adoptive mothers are somehow lesser than biological ones. It opens with a powerful line: “The only difference between a mother by birth and a mother by adoption is the label we give them.” We’re then introduced to a woman who voices a universal truth - that society often only acknowledges motherhood when it’s tied by blood. But she urges us to look beyond biology and recognise motherhood as a bond rooted in love, not lineage. The narrative follows a couple at an adoption centre, embracing their journey to parenthood. The woman from earlier continues her story, asserting her identity: “To those who say I adopted, I say - I accepted.” What follows is a moving montage of adoptive mothers caring for their children, mirroring the everyday, unconditional love that defines motherhood. The film closes with a message: the brand celebrates mothers who open their hearts to those searching for Mom’s Magic.

What we think about it: Takes a bold emotional stance, challenging the entrenched stigma around adoptive motherhood with sincerity and sensitivity. While its message is clear and heartwarming, the film walks a delicate line between brand storytelling and social commentary, anchored by a poignant script that elevates its purpose beyond product.

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.”