Kolkata : 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helping society move beyond its outdated stereotypes, so that every child is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.
Link
to the poem: https://www.youtube.com/watch?v=Yr8qtoTWtTo
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