As society becomes increasingly vocal about equality, some of the most powerful messages come not from traditional advocates but from brands that resonate with Indian family values. Sunfeast Mom’s Magic has launched the “Will of Change” initiative to address a deeply rooted issue: gender inequality in inheritance. Despite laws ensuring equal rights, daughters are often overlooked in the distribution of family wealth, reflecting societal biases that persist across generations.

The Unspoken Injustice: Daughters’ Right to Equal Inheritance

Inheritance inequality is a longstanding issue in India. Despite laws granting daughters equal rights to family property, research shows that only 7% of daughters receive an equal inheritance. Society has normalized the belief that daughters are “someone else’s responsibility” (betiyan paraya dhan hoti hain), a notion so ingrained that it prevents families from including daughters in their inheritance. This mindset perpetuates gender-based discrimination, impacting millions of women across India.

For many daughters, contesting their inheritance rights feels daunting, as it means challenging their own families. As a result, they often forgo their rightful claim to avoid conflict, social stigma, or the perception of breaking familial bonds. ITC’s Sunfeast Mom’s Magic recognized this gap and set out to address it in a way that resonates with everyday families and empowers mothers to initiate change.

The ‘Will of Change’ Campaign: A Call for Equality from Mothers

Building on this commitment, the “Will of Change” campaign combines purpose and action, calling on mothers to become “Moms of Change” and empowering them to lead a future where every child feels equally valued. This movement goes beyond awareness, urging families to embrace fairness in inheritance, ensuring every daughter’s future shines as brightly as her brother’s.

Since its debut, “Will of Change” has sparked widespread engagement, with millions participating across social media. This response shows that the campaign has touched a nerve, igniting a collective desire for fairness and initiating meaningful conversations that drive cultural change.

Why Mothers Are at the Heart of the Movement

The decision to focus on mothers is both intentional and powerful. Many mothers in India have experienced similar biases themselves, and as pillars of their households, they have the potential to disrupt these unjust patterns. A mother’s influence within her family is profound; when she advocates for equality, the impact is lasting.

Sunfeast Mom’s Magic sees mothers as society’s warmest yet strongest agents of change—people who lead quietly but create lasting impact. This campaign aligns with that vision, encouraging mothers to embody a “Mom of Change” and advocate for equal inheritance for their daughters. This shift goes beyond challenging traditional norms; it represents a long-overdue change in how families value their daughters.

Why This Campaign Matters for Young Indians

For today’s millennials and young Indians, values like equality, fairness, and social justice are paramount. This generation is discerning about brand messaging, seeking authenticity over superficiality. The “Will of Change” campaign resonates with these beliefs, serving as a genuine call for equality that begins at home. By focusing on mothers, it subtly engages the next generation, reminding them that lasting social reform often starts within families. For young Indians, this campaign isn’t just about inheritance—it reflects a broader principle of equal treatment, mirroring their vision for a more progressive India.

Championing Real Change Beyond Surface-Level Messaging

In an era where social campaigns can feel performative, Sunfeast Mom’s Magic’s “Will of Change” campaign stands out for its dedication to real impact. While it’s easy for brands to talk about equality, ITC’s Sunfeast Mom’s Magic takes meaningful action by addressing inheritance inequality directly through the Will of Change format. This initiative is a bold step forward, positioning the brand as a leader in purposeful change.

This campaign is more than just a brand message; it’s an expression of the core values driving ITC and Sunfeast Mom’s Magic. By addressing such a sensitive topic with respect and conviction, the brand resonates deeply with audiences and raises the bar for meaningful brand-driven change in India.

Rethinking Celebration: ITC’s Sunfeast Mom’s Magic Stood Out This Festive Season

While many brands are riding the festive wave with vibrant promotions, ITC’s Sunfeast Mom’s Magic stands out by prioritizing purpose over promotion, sparking a timely conversation about equality.

As shared by Ali Harris Shere, chief operating officer for the biscuits & cakes business of ITC Foods, in a conversation with Afaqs, “Biscuits aren’t typically a celebration category. We don’t witness a surge in our business during the festive season, as biscuit consumption remains consistent throughout the year. So, while others focus on sales during the festive season, we’re offering consumers something to think about and discuss. There’s no good or bad time for such communication.”

This thought-provoking campaign arose from in-depth studies and focus groups, revealing the complex landscape of inheritance practices in India. “Often, there is no will, and it’s assumed that sons will inherit everything. In some cases, daughters are told they received their share during marriage,” Shere explains.

The Logical Indian’s Perspective: ITC’s Sunfeast Mom’s Magic – More Than Just a Biscuit

At The Logical Indian, we have long celebrated individuals and organizations committed to societal change. Brands today have immense power to influence critical conversations, and when they champion meaningful causes, they create lasting impact. ITC and Sunfeast Mom’s Magic exemplify this commitment, moving beyond conventional corporate messaging to focus on societal issues that truly matter.

Sunfeast Mom’s Magic is more than just a popular biscuit; it embodies the hopes and values of mothers and families across India. With a rich legacy of promoting values that resonate in every household, Sunfeast Mom’s Magic is leading the way in creating positive change. The “Will of Change” campaign reflects ITC’s dedication to purpose-driven initiatives, empowering mothers to advocate for equality and sparking transformation within their families.

We invite you to join this vital movement. Visit the Will of Change microsite to explore inspiring stories and learn how you can be part of this important conversation.