ITC's Mom's Magic Shifts Festive Focus to Inheritance Equality with "Will of Change"

With brands going all out on discounts during the festive season, ITC's Mom's Magic has caught eyeballs with a cause-driven approach. The brand has come up with its "Will of Change" campaign for the festive season, targeting the sensitive issue of inheritance inequality and biases against daughters in Indian families. Working in association with its creative partner Ogilvy, ITC recently made a heart-touching film with the excellent couple, Shefali Shah and Manish Chaudhari. Based on the inequality of inheritance, it clearly states that how a daughter owning half a share in the home activities cannot be entitled to inheritance also as some general discrimination from the society is still at their place.

Biscuits generally tend to see little spikiness during the festival, remarks Ali Harris Shere, COO, of ITC Foods, which has freed up *Mom's Magic* to dwell on broader and more nuanced communication. Research shows it is only in northern India that 7% of daughters inherit equally, while the story of south India has equal shares between the girls; hence, the challenge that this campaign will try and meet.

The campaign mainly uses digital platforms, like YouTube and Meta, because it needs more screen time to discuss such a huge topic. By giving prominence to online engagement more than traditional TV, *Mom's Magic* hopes to drive meaningful discussions within Indian households on inheritance equality.

Within ITC's portfolio, *Mom's Magic* is an aspirational product but still affordable to a vast population. The brand comes under ITC's biscuit portfolio and thus aligns with the premiumization trend while still being affordable. It is in competition with other products such as *Sunfeast Glucose*, *Marie Light*, and *Bounce* under the same brand.

This is just one of the newest initiatives of *Mom's Magic* to social causes following other campaigns such as "Hug Her More" and "No More Missed Calls," which are also focused on intensifying family relationships. This is a new marketing goal since, according to recent consumer values, 75% of consumers want a brand that fights for social causes, particularly during holidays.

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