With the #HugHerMore campaign, ITC Sunfeast Mom's Magic offers a happiness hack

Stress levels are a common problem because of today's fast-paced lifestyle. To relax and unwind, people frequently turn to online activities like gaming, social media browsing, and content viewing. However, as work and other social commitments take priority, this has led to less time spent with and physical proximity to our parents. The protagonist's most effective stress reliever, according to a recent social experiment by ITC Sunfeast Mom's Magic, was "hugging mom," which also increased his level of happiness.

Sunfeast Mom's Magic has started a national campaign called #HugHerMore with the goal of spreading this message and inspiring people to give their mothers more hugs. The company discovered that the frequency of mom hugs when people were children compared to now decreased by 31% for Gen Z and by 33% for millennials through a survey with 321 participants across Delhi, Bengaluru, and Mumbai conducted in collaboration with Crownit. In comparison to working professionals, students give their mothers more hugs.

According to the survey, hugging mothers came in third, watching over-the-top (OTT) content came in second, and listening to music was the most popular way to relieve stress. Additionally, 6 times per week is the average amount of time spent hugging a child, 5 times per week is the average amount of time spent hugging a spouse, and 3 times per week is the average amount of time spent hugging a mother. Over 60% of survey respondents who were asked how they felt after giving their mothers a hug said that it made them feel comfortable, happier, and in a better mood.

Both men and women between the ages of 13 and 35 took part in the survey. The survey was further divided into categories for students, working adults, housewives, and children living with and away from their parents.

Ali Harris Shere, Chief Operating Officer of the Biscuits & Cakes Cluster in the Foods Division of ITC Ltd., commented on the survey and the social experiment campaign: "Hugging is an expression of love and is essential for the bonding between a mother and her children. The amount of time we spend physically close to our mothers decreases noticeably as we get older and life takes over. As kids become more independent, the gap only widens, making mothers feel lonely. We have been vocalising support and bringing up common issues affecting moms because we are a purpose-driven company. It has always been intended to convey the message that "Mothers are the warmest superpower." We wanted to tell every child this year that hugs from mothers are magical and healing for both children and mothers, on behalf of the mothers. The goal of our campaign, #HugHerMore, is to inspire everyone to give their mothers more frequent hugs. In fact, our social experiment demonstrates that the participant felt happier after hugging his mother. We should make a resolution to hug our mothers more frequently as the new year unfolds, just like we did when we were kids.