Sunfeast Mom's Magic celebrates the superpower of mothers and their magical mix of fierceness and goodness, as they fight biases faced by their children. The new digital campaign - 'Try karne se hi pata chalti hain - andar ki khoobiyan' (you only discover the goodness within by giving it a fair try) emphasizes the importance of fair trials through profound storytelling.

Speaking on the campaign, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Business, ITC, said, "Societal stereotypes are so deep-rooted and common that all of us have faced and been impacted by some kind of bias in our lives. Through this interesting campaign, we as a brand, strive to partner with moms and create a more inclusive and equitable environment where children are provided with opportunities to succeed."