Sunfeast Mom's Magic advocates giving every child a fair chance

ITC's Sunfeast Mom's Magic has launched a campaign that celebrates mothers who brave against bias faced by children in life.

 

Conceptualised by Ogilvy, the TVC titled, 'try karne se hi pata chalti hain – andar ki khoobiyan’ (you only discover the goodness within by giving it a fair try) portrays a mother who uses Mom's Magic cookies to engage with the coach who displayed some bias against her daughter. By offering the cookies and revealing the hidden ingredients of cashew and almond, the mother effectively communicates that true qualities can only be discovered through experience. This leads to the coach realising his mistake and acknowledging the importance of a fair trial. 

 

Ali Harris Shere, chief operating officer, Biscuits & Cakes Cluster, Foods Business Division, ITC Ltd., said, “Societal stereotypes are so deep-rooted and common that all of us have faced and been impacted by some kind of bias in our lives. Through this interesting campaign, we as a brand, strive to partner with moms and create a more inclusive and equitable environment where children are provided with opportunities to succeed.”

 

Puneet Kapoor, chief creative officer, Ogilvy South said, “Sunfeast Mom's Magic believes that in a world full of abrasive reactions, nothing can stand in the way of a mother's love. Even when faced with seemingly big problems, she is able to tackle them, armed with her secret weapon of unconditional love and a pack of cookies. People often judge based on appearances, but a mom's intuition can see through all that. She's got the power to nurture her child, and spread compassion. It's a magical mix of fierceness and goodness that makes the world a better place, one bite at a time!”