Ad Campaigns
Sunfeast Mom’s Magic launches ‘Will of Change’ to advocate equal inheritance
Mumbai: Sunfeast Mom’s Magic unveils its powerful initiative, ‘Will of Change’, to inspire mothers across India to advocate for equal inheritance rights for daughters. The campaign addresses the stark reality revealed by research, which shows that only 7 per cent of daughters receive equal inheritance through a will, despite having the same legal rights as sons. The deep-seated belief that ‘betiyan paraya dhan hoti hain’ (daughters are ultimately someone else’s responsibility) still lingers in many Indian families, and the campaign seeks to challenge this bias.
ITC Limited, chief operating officer of the biscuits & cakes cluster, foods division, Ali Harris Shere emphasises the role of mothers in leading this change: “A large number of mothers in India themselves having faced unfair treatment in matters of inheritance by their parents, are the ones who can truly spark a change now in their own families for their daughters. Through the ‘Will of Change’ campaign, we hope to inspire mothers to ensure equal inheritance rights for daughters and become a Mom of Change.”
The initiative continues the brand’s legacy of advocating for social issues that impact mothers. Sunfeast Mom’s Magic encourages mothers to become the #MomOfChange, standing against the societal bias that often overlooks daughters in inheritance matters. The campaign features an emotional film starring Shefali Shah and Manish Chaudhari, which poignantly portrays a modern family grappling with inheritance decisions. When the father, Shekhar Verma, excludes his daughter Shreya from the will, the mother, played by Shefali Shah, subtly challenges the bias, reminding him that while their daughter is addressed as ‘beta’ (son) in daily life, she becomes ‘beti’(daughter) when it comes to inheritance. Her words prompt him to rethink the ingrained bias in his decision.
At the heart of the campaign is the belief that mothers, as pillars of change, possess the power to challenge the biases that stand in the way of their children’s future. By spotlighting one of the most ingrained societal issues, Sunfeast Mom’s Magic aims to empower moms to lead the movement for equality in inheritance practices.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
