- Hosted an insightful
panel discussionsparking open conversation surrounding adoption with
experts and leaders including Soumeta Medhora, Secretary ofThe
Indian Society for Sponsorship and Adoption (ISSA), filmmaker
Aniruddha Roy Chowdhury, actor Jaya Ahsan, actor Mandira Bedi, and
Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods.
- Held in collaboration
with the film Dear Maa, the event also witnessed the unveiling of a
heartfelt poem - “Dil Se Maa”,about the boundless love
of adoptive mothers — a moving tribute that redefined motherhood beyond
bloodlines and celebrated the magic of Mothers.
Link to the poem: https://www.youtube.com/watch?v=Yr8qtoTWtTo
21st July 2025, National : For years, ITC's
beloved cookie brand - Sunfeast Mom's Magichas 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 Magic this 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 today on ‘Normalizing and Encouraging Adoption in
India’.
The distinguished panel included Soumeta Medhora, Secretary
ofThe 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
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 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.