Brands across India have amplified their marketing efforts for the ongoing festive season with promotional campaigns and product launches. However, ITC Sunfeast has chosen a markedly different path for Mom’s Magic.

While its premium offering Dark Fantasy participates in the festive gifting segment with specially designed exotic packs, the brand’s mainstream cookie line has launched ‘Will of Change,’ a campaign addressing the contentious issue of inheritance discrimination against daughters.

At the heart of the campaign is a film featuring Shefali Shah and Manish Chaudhari that examines inheritance bias within the context of a modern Indian family. The narrative follows Shekhar Verma (Chaudhari) as he finalises his will with a lawyer. Despite his daughter Shreya’s active involvement in managing family matters, including helping with the will’s documentation, she discovers her exclusion from the inheritance in favour of her brother Arjun.The film’s narrative pivots on an observation by the mother, portrayed by Shah, who questions the family’s unconscious bias: “It’s fascinating how our daughter is always ‘beta’ (son) when it comes to responsibilities and emotional support, but suddenly becomes ‘beti’ (daughter) when inheritance is concerned.” This statement serves as the campaign’s central message, highlighting the contradiction in modern Indian families’ treatment of daughters.

The timing is unusual, given the industry’s traditional focus on sales and promotions during the festive period.

However, Ali Harris Shere, who is the chief operating officer for the biscuits & cakes business of ITC Foods, explains the rationale: “Biscuits aren’t typically a celebration category. Typically, we don’t witness a surge in our business during the festive season, as biscuit consumption remains consistent throughout the year. So, while others are focussing on sales during the festive season, we’re offering consumers something to think about and discuss.”
Within ITC’s biscuit portfolio, Mom’s Magic occupies a strategic position in the cookie segment, which comprises approximately 30% of the total biscuit market, as per Shere. While positioned as a premium brand in terms of messaging and presentation, it maintains accessibility through various pack sizes starting from ₹5 and ₹10. “It’s aspirational yet affordable,” Shere notes. “I wouldn’t call it a mass brand, but rather an accessible brand that’s also aspirational.”

Other biscuit brands under the ITC Sunfeast umbrella include the more massy Sunfeast Glucose, a health-orientated Sunfeast Marie Light, and the cream-filled Sunfeast Bounce.

The brand’s distribution strategy aims for ubiquitous availability. “As an FMCG company, our goal is to make our products available in every single store across the country,” says Shere.

The company is also strengthening its presence in emerging channels like quick commerce and e-commerce, which are becoming increasingly significant contributors to sales.

The timing of this campaign coincides with broader trends in the biscuit category. Shere identifies two major shifts: premiumisation, as consumers seek to upgrade their biscuit experience, and increasing health consciousness. “While there’s a large market for indulgent biscuits, there’s an emerging trend toward healthier options,” he observes.

The ‘Will of Change’ campaign represents a significant departure from conventional festive marketing approaches. As brands compete for consumer attention with promotional offers and product launches, Mom’s Magic’s focus on social change raises intriguing questions about the evolving role of brand communications in Indian society.

The campaign’s effectiveness in influencing inheritance practices remains to be seen, but its timing during the festive season ensures it stands apart from the typical marketing clutter.

As Shere observes, “There’s no good or bad time for such communication. While others are focussing on sales during the festive season, we’re offering consumers something to think about and discuss.”

Author: Sania Khan