ITC Sunfeast Mom's Magic virtual musical reaches 4.45 crore individuals and engages with more than 4.7 lakh people

ITC’s Sunfeast Mom’s Magic, the cookie brand that celebrates mother’s love round-the-year, recently hosted a virtual musical concert under its #StayStrongMoms campaign to pay tribute to mothers, who are keeping their families cheerful and safe during such challenging times.

The theme of the #StayStrongMoms germinated with the belief that mother is the warmest superpower, and that Sunfeast Mom’s Magic helps mothers work their magic, which makes everything feel right.

As part of the campaign, Sunfeast Mom’s Magic created a platform where eight renowned music artists and their families came together to spread cheer among the women of the house. The concept of the show was to connect live from the celebrity singer houses and chat with them and their families, especially the mothers in the house, and perform in a virtual concert to cheer the mothers of India.

Artists, including Kavita Krishnamurthy, Usha Uthup, Akriti Kakar, Harshdeep Kaur, Anweshaa, Ankita Bhattacharyya, Ankita Kundu and Gayatri Kunal Ganjawala collaborated with the brand for this initiative. Between April 11 and 18, 2020, one artist went live every day for half an hour at 6pm with their family in an engaging session on the brand’s Instagram and Facebook handles. They spoke about bonding as a family over the last few days, put together a musical ensemble by singing songs they are fondly remembered for, while their at-home musical instruments added the vibe of a concert while fan requests were also welcomed.

The eight-day musical concert series witnessed many riveting turns. Viewers got an opportunity to see Kavita Krishnamurthy, her husband L. Subramaniam, their daughter and granddaughter—three generations of the family together for the first time in a frame. Not only did they share the frame they also gave an alluring performance, leaving the viewers mesmerised.

The #StayStrongMoms live virtual concert was also a unique experience for Usha Uthup, who took to Instagram for the first time for this unique initiative. Fans got a peek into her motherly side when she exchanged conversations with her daughter who co-hosted the session with her while joining in from another city. For other artists like Akriti Kakar, Harshdeep Kaur, Anweshaa, Ankita Kundu, Ankita Bhattacharya and Gayatri Kunal Ganjawala, their families went live in a musical concert with them, for the first time.

The initiative reached 4.45 crore individuals and engaged with as many as 4.7 lakh followers/ fans. The campaign generated massive engagement on Twitter with over 13 lakh impressions. This engagement activity positively impacted the brand, which witnessed a whopping 18-point increase to 98% in its brand sentiment score, according to Netbase. Audience sentiment research data indicated that the three key emotional drivers of the campaign were love, positivity and entertainment. The activity helped break boredom and brought families together over musical evenings.

Elaborating on the initiative, Ali Harris Shere, COO, Biscuits and Cakes, Foods Business Division, ITC Foods, said, “At Sunfeast, we believe everything that a mother does for her family is truly magical. These times are a testimony of her inner strength that keeps the wheels of a household running smoothly. To salute and celebrate the spirit of motherhood and tell them that the world needs their magic more than ever; we have dedicated #StayStrongMoms campaign to all the revered mothers. We are extremely grateful to all the artists for magnanimously being a part of this fulfilling initiative.”

Book My Show Live, Sulekha, All Events and Just dial offered tickets for the concert.

The videos:

Gayatri Kunal Ganjawala: 

Kavita Krishnamurthy:

Usha Uthup:

Akriti Kakkar:

Harshdeep Kaur: