Sunfeast Mom’s Magic “Betiyan Paraya Dhan Hoti Hain” (daughters are ultimately someone else’s responsibility), to underscore that only 7% daughters receive equal inheritance through a will in India.

The brand, known for championing causes affecting mothers, launches the 'Will of Change' initiative to address the societal bias that overlooks daughters in inheritance. The campaign empowers mothers to lead the movement for equal rights and become #MomOfChange.

Conceptualised by Ogilvy, the campaign features a film starring Shefali Shah and Manish Chaudhari. Set in a modern family, the story follows a protagonist (Shekhar Verma) as he finalises his will, naming his son as heir. His wife, played by Shah, challenges this decision, reminding him that while their daughter is treated as a 'son' in daily life, she is reduced to a 'daughter' in inheritance matters, prompting him to reconsider his bias.

What we think about it: Though emotionally resonant, the ad film stretches the narrative arc longer than needed. Despite the film’s extended runtime, which could have risked losing viewer attention, it skillfully weaves the brand’s ethos with a powerful social message, positioning mothers as catalysts for change in the fight against gender bias in inheritance. The flawless fusion of purpose-driven marketing and emotional resonance not only enhances brand equity but also makes the campaign both culturally relevant and strategically impactful.

Ali Harris Shere, chief operating officer, biscuits and cakes cluster, foods division, ITC, said, “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'.”

CREDITS:

Agency: Ogilvy, Bengaluru
Chief creative officers (Ogilvy India): Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak
Chief creative officer, Ogilvy South: Puneet Kapoor
Executive chairperson, Ogilvy India: Hephzibah Pathak
CEO, Ogilvy India: Rajesh VR
CSO, Ogilvy India: Prem Narayan
President and office head, Ogilvy South: Tithi Ghosh
Creative director, Ogilvy South: Maitri Ramkumar
Creative team: Mansha Arora, Nithish Kurian, Suzanna Mathew, Sakshi Yadav, Nirupama Harikumar, Radhika Sarpotdar, Ayush Koshy, Gururaj Biradar
SVP, account management: Akshatha Poojari
Account management team: Shruti Sundararaman, Abhijeet Rao
CSO, Ogilvy South: Easo John
Brand strategy team: Shazia Khan
Creative tech, Ogilvy India: Rajneesh Bolia, Dishant Malik, Manisha Kumari
Production house: Crazy Few Films
Director: Sharat Kumar
Executive producers: Urfi Kazmi,  Viraj Gawas
Producer (head of production): Sunny Shah
Music director: Abhishek Arora
DOP: Swapnil Sonawane
Casting director : Anti-Casting  - Vaibhav Vishant