ITC Mom’s Magic Spotlights Inheritance Inequality in Festive Campaign

As brands across India jump into the festive season with vibrant sales and promotional offers, ITC Sunfeast has taken a bold and meaningful approach for its popular cookie brand, Mom’s Magic. Instead of joining the frenzy of discounts and festive packaging, Mom’s Magic has launched a thought-provoking campaign called “Will of Change” to shine a light on a deep-rooted societal issue: inheritance discrimination against daughters.

While ITC’s premium offering, Dark Fantasy, is still engaging in the festive gifting segment with its specially designed, exotic packs, Mom’s Magic has chosen a cause-oriented strategy to spark conversation and reflection. The campaign addresses the injustice faced by daughters in the context of inheritance, a sensitive and often under-discussed topic in Indian society.

At the core of the campaign is a powerful short film starring acclaimed actors Shefali Shah and Manish Chaudhari. The film tells the story of a modern Indian family grappling with inheritance bias. Manish Chaudhari plays Shekhar Verma, a father who, despite his daughter Shreya’s active involvement and support in family matters—including helping him with his legal documentation—decides to leave the family inheritance solely to his son, Arjun.

As the narrative unfolds, the mother, played by Shefali Shah, poignantly questions this gender-based bias. She remarks on the paradox faced by many daughters: “Our daughter is always treated like a ‘beta’ (son) when it comes to responsibilities and emotional support, but suddenly becomes a ‘beti’ (daughter) when inheritance is concerned.” This line serves as the campaign’s core message, spotlighting the contradictions that persist in many families.

Ali Harris Shere, the chief operating officer for the biscuits & cakes division of ITC Foods, elaborated on the brand’s unconventional festive strategy. “Biscuits are not typically a celebration category,” Shere explained. “We don’t see a significant spike in sales during the festive season, as biscuit consumption is steady throughout the year. Instead of focusing on the sales push like other brands, we wanted to offer something meaningful for people to think about and discuss.”

The campaign comes at a time when most brands are aggressively pursuing sales and limited-time offers, yet Mom’s Magic stands out by addressing a social cause that resonates with modern families. By focusing on inheritance inequality, the brand aims to make a lasting impact, sparking discussions that go beyond festive indulgence and into family values and fairness.

This bold initiative reflects a growing trend among brands to use their platforms for social advocacy, especially during culturally significant periods. It serves as a reminder that while the festive season is about celebration, it is also a time for reflection and meaningful change.