ITC Sunfeast Mom's Magic finds the source of a son's happiness

ITC Sunfeast Mom's Magic has rolled out a campaign '#HugHerMore' to encourage children to hug their moms more frequently.

Conceptualised by Ogilvy, the film showcases a two-day social experiment conducted by the brand. It depicts the protagonist engaged in various activities such as posting on social media, consuming social media content, chatting with a friend on a chat app and hugging his mother. The maximum amount of happiness surge is tracked when the protagonist hugs his mother on the second day, giving an insight that the mother’s hug is indeed magical. Through the campaign, ITC Sunfeast Mom’s Magic aims to encourage every Indian to take a pledge to hug their mother more and spend quality time with her. 

Ali Harris Shere, chief operating officer, biscuits and cakes cluster, foods division, ITC, said, "Hugging is an expression of love and is integral for bonding between a mother and her children. As we grow older and life catches up, physical closeness, with our moms significantly reduces. The gap just keeps increasing leading to loneliness for mothers as kids become more independent. As a purpose-driven brand, we have been vocalising support and making everyday problems related to moms a conversation in the mainstream. The intent has always been to communicate that ‘Mothers are the warmest superpower’. This year, on behalf of the mothers we wanted to convey the message to all children that hugging mothers is healing and magical for both. Our campaign, #HugHerMore is aimed to encourage everyone to hug their moms more often. In fact, our social experiment shows that hugging his mom gave a boost of happiness to the participant. As the New Year progresses, we should take a pledge to hug our mothers more just as we did when we were children."

Puneet Kapoor, chief creative officer, Ogilvy South, said, “We are constantly seeking newer ways of getting happiness rushes to overcome our busy and stressful lifestyles. And for this, we often turn to technology and screens. While tech can provide us with temporary spikes of happiness, true happiness always seems to be elusive. With our screen time going through the roof, it is time we turn to genuine human connections. It is time we turn to what I feel is the ultimate source of happiness, the source we came from – Our Moms. The idea was set up as a decoy experiment with tech being an ally. The social experiment reinforced the magical effect of a mom’s hug on the participant.”