MAM
Sunfeast Mom’s Magic celebrates mom’s superpower to fight biases faced by their children
Mumbai: ITC’s Sunfeast Mom’s Magic, a leading brand that champions the role of mothers in every individual’s life, has launched a communication campaign that celebrates mothers who brave against bias faced by children in life.
Today, it’s a proven fact that biases due to societal stereotypes often hinder a child’s progress and lead to the child losing out on potential opportunities in his or her area of interest. According to a survey conducted by Sunfeast Mom’s Magic in collaboration with Crownit, a whopping 91 per cent of the respondents who had faced any bias, shared that they have faced it during their school or college days. Whenever children have been denied opportunities due to judgmental thinking, it has been their moms who have stood up and fought for them.
In fact, data also shows that 72 per cent of the time, mothers have intervened and confronted society and figures of authority to address the issue of any bias/discrimination that their kids have confronted.
Based on this insight, the new campaign of Sunfeast Mom’s Magic aims to shape a powerful narrative that highlights the role of mothers as the warmest superpower in a child’s life. The campaign is actually a message from a mom and makes the point that “You can’t judge someone by external appearance alone. And you will know the true potential only if you give the person a chance to show the talent within”.
The campaign – Try karne se hi pata chalti hain – andar ki khoobiyan’ (you only discover the goodness within by giving it a fair try) emphasises the importance of fair trials in judging someone, particularly focusing on the biases faced by children in today’s world. And most importantly, it shines the spotlight on moms, who have always fought for their children.
Conceptualised by Ogilvy, the new TVC portrays a mother who uses Mom’s Magic cookies to engage with the coach who displayed some bias against her daughter. By offering the cookies and revealing the hidden ingredients of cashew and almond, the mother effectively communicates that true qualities can only be discovered through experience. This leads to the coach realising his mistake and acknowledging the importance of a fair trial.
Speaking on the TVC, ITC Ltd. COO (Biscuits & Cakes Cluster, Foods Business Division) Ali Harris Shere 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.”
“Sunfeast Mom’s Magic believes that in a world full of abrasive reactions, nothing can stand in the way of a mother’s love. Even when faced with seemingly big problems, she is able to tackle them, armed with her secret weapon of unconditional love and a pack of cookies. People often judge based on appearances, but a mom’s intuition can see through all that. She’s got the power to nurture her child, and spread compassion. It’s a magical mix of fierceness and goodness that makes the world a better place, one bite at a time!” said Ogilvy South CCO Puneet Kapoor.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
