Sunfeast Mom’s Magic backs conversation on adoption with film Dear Maa

New Delhi: ITC’s cookie brand Sunfeast Mom’s Magic hosted a panel discussion in Kolkata addressing the challenges and perceptions surrounding adoptive motherhood. The event, held in collaboration with the upcoming film Dear Maa, included the unveiling of a poem titled Dil Se Maa, a tribute to the unconditional love of adoptive mothers.

The discussion brought together voices from cinema, social work, and marketing, featuring actor Mandira Bedi, filmmaker Aniruddha Roy Chowdhury, actor Jaya Ahsan, Shuvadip Banerjee, Chief Digital Marketing Officer at ITC Foods, and Soumeta Medhora, Secretary of The Indian Society for Sponsorship and Adoption (ISSA).

The campaign builds on Mom’s Magic’s continuing focus on motherhood and challenges lingering biases that continue to shape public attitudes towards adoption in India. Despite greater awareness, social stigma remains around recognising adoptive mothers as equal to biological ones.

“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what brands like Mom’s Magic are doing, creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love,” said Bedi.

The event also saw the release of Dil Se Maa, a poem celebrating mothers who choose to nurture and love children irrespective of blood ties. Framing motherhood as an emotional bond rather than a biological one, the poem reflects on resilience and affection in the face of judgement.

Speaking at the event, Shuvadip Banerjee, Chief Digital Marketing Officer at 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 upcoming film Dear Maa, directed by Aniruddha Roy Chowdhury and featuring Jaya Ahsan in the lead role, tells the story of an adoptive mother navigating her emotional journey for belonging and societal acceptance.

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