Kolkata, 16 July, 2025 :
In a deeply moving and progressive initiative, ITC’s iconic cookie brand Sunfeast Mom’s Magic has taken a bold step to normalize and celebrate adoption in India. Long known for honouring the emotional power of motherhood, the brand is now reshaping narratives by championing the belief that a mother’s love transcends biology.
In partnership with the upcoming film Dear Maa, Sunfeast Mom’s Magic hosted a powerful panel discussion in Kolkata titled ‘Normalizing and Encouraging Adoption in India’, bringing together a stellar panel of changemakers including:
- Soumeta Medhora, Secretary, Indian Society for Sponsorship and Adoption (ISSA)
- Mandira Bedi, actor and mother
- Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods
- Aniruddha Roy Chowdhury, acclaimed filmmaker and director of Dear Maa
- Jaya Ahsan, award-winning actor and lead in the film
Together, they sparked an inspiring conversation on breaking long-standing societal taboos around adoption, advocating for inclusion, and redefining what it means to be a mother in today’s India.
“Dil Se Maa”: A Poem That Redefines Motherhood
A key highlight of the event was the unveiling of the heartfelt poem “Dil Se Maa”, a soul-stirring tribute to adoptive mothers. The poem captures the depth, resilience, and emotional richness of motherhood reminding audiences that love, not blood, forms the foundation of family.
🎥 Watch the poem here: https://www.youtube.com/watch?v=Yr8gtoTWTt0
“Adoption is a beautiful and transformative choice driven entirely by love,” shared Mandira Bedi during the panel. “From being asked whether I could love an adopted child like my own, to people assuming it’s a last resort I’ve seen the biases first-hand. But love doesn’t come with conditions. That’s why I value what brands like Mom’s Magic are doing creating space for these conversations.”
Championing Change: Love Deeper Than Blood
Speaking on the occasion, Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods Division, said:
“At Mom’s Magic, we’ve always believed in celebrating the extraordinary power of a mother’s love. With the film ‘Dear Maa’, we aim to stand in solidarity with all mothers biological or adoptive who create magic in a child’s life. Our goal is to spark meaningful conversations and foster acceptance, empathy, and inclusion for every form of motherhood.”
The campaign continues Sunfeast Mom’s Magic’s long-standing commitment to progressive causes. Following successful efforts like ‘No More Missed Calls’, ‘Hug Her More’, and ‘Will of Change’, the brand is now addressing the emotional and social challenges adoptive parents face challenging the myth that motherhood must be rooted in biology.
Dear Maa: A Cinematic Ode to Unconditional Love
The synergy between Sunfeast Mom’s Magic and the film Dear Maa, directed by Aniruddha Roy Chowdhury, lies at the heart of this campaign. The film follows the emotional journey of an adoptive mother seeking love, belonging, and acceptance in a society still grappling with bias.
“Love runs deeper than blood” this message from Dear Maa resonates strongly with the campaign’s core belief: Every child deserves the magic of a mother’s love, regardless of biology.
Conclusion
With initiatives like this, Sunfeast Mom’s Magic is not just delighting families with cookies it is leading a compassionate revolution, rewriting India’s parenting narratives, and celebrating mothers who choose love, not lineage. By creating platforms that humanize and normalize adoption, the brand is making space for millions of untold stories where every child can feel seen, safe, and truly loved.
