Sunfeast Mom’s Magic, ITC’s well-known cookie brand, has long represented more than just mouthwatering cookies; it has honored moms as the “warmest superpower” in a child’s life and celebrated the essence of motherhood. In keeping with this conviction, Mom’s Magic has embraced the admirable cause of raising awareness and promoting “Adoption in India” this year. The brand continues to advocate a strong stance against societal biases surrounding adoptive mothers, working to ensure they receive the respect and equal acceptance they deserve, following successful campaigns like No More Missed Calls, Hug Her More, and Will of Change.

Adoption in India still carries stigma and emotional biases despite increased awareness, particularly when it comes to accepting adoptive mothers as equals. Numerous women and children are deprived of the warmth of unconditional love because many people still evaluate motherhood through the prism of biological ties.Regardless of genetic ties, the brand is adamant that all children deserve to be loved by their mothers, so dispelling adoption myths and inhibitions is essential.

Mom’s Magic held an insightful panel discussion on “Normalizing and Encouraging Adoption in India” in Kolkata to highlight the problem.

The esteemed panel included Soumeta Medhora, Secretary of The 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 upcoming film Dear Maa, and acclaimed actor Jaya Ahsan, who plays the lead in the film.

Together, they ignited a passionate discussion about dispelling myths, promoting inclusivity, the role of NGOs and authorities in promoting adoption, and personal experiences.

Actress Mandira Bedi contributed a very personal touch to the conversation and said, “Adoption is a beautiful and transformative choice, one that is driven entirely by love. I have encountered my fair share of inquiries and prejudice from society as Tara’s mother, including people who believe adoption is a last resort and inquiries about whether I could love an adopted child as my own. However, love is unconditional. Because of this, I genuinely appreciate what companies like Mom’s Magic are doing: fostering these discussions and assisting society in shedding its antiquated preconceptions so that all children are welcomed with a mother’s love”.

Mandira Bedi also added that one must give birth to one kid and must adopt one. “I had always been open to my daughter that she was adopted. I have never shied away from it. That causes many problems later on in life. Adoptive parents must never hide these facts. Instead, sharing them with the kids is a sure-shot way of ensuring that they do not come to know of it suddenly from someone else and are emotionally compromised,” said the actress.

The event’s centerpiece was the reading of the stirring poem “Dil Se Maa”, which brilliantly encapsulated the depth, tenacity, and devotion of mothers, especially adoptive mothers, who frequently encounter prejudice and social condemnation. The poem was a moving reminder that love, not biology, is the foundation of motherhood.

Aniruddha Roy Chowdhury’s upcoming film Dear Maa, which poignantly depicts the emotional journey of an adoptive mother seeking love, acceptance, and belonging, and Sunfeast Mom’s Magic seamlessly complemented each other during the event. The brand’s conviction that all children, regardless of biological ties, deserve the magic of a mother’s love resonates strongly with the film’s main message, which is that love transcends blood.

Link to the poem: https://www.youtube.com/watch?v=Yr8qtoTWtTo

Priyanka Dutta