Sunfeast Mom's Magic handed a biased coach cookies to taste before judging

The biscuit brand wanted to own its 'mom' positioning by standing with mothers against the societal stereotypes that cost children opportunities, based on a 430+ respondent survey across 23 cities.

The mother offers the coach who dismissed her daughter a cookie, then reveals its hidden cashew and almond: quality shows only when you give it a fair try.

TVC conceptualised by Ogilvy around the line 'Try karne se hi pata chalti hain – andar ki khoobiyan' (you only discover the goodness within by giving it a fair try): the coach tastes the cookie, realises his mistake and acknowledges the daughter fairly.

No results figures were reported. The campaign positioned the brand alongside mothers as 'the warmest superpower in a child's life' and pushed the fair-trial message against snap judgement.

In July 2023, ITC's Sunfeast Mom's Magic launched a campaign celebrating mothers who fight the bias children face. The brand's survey with Crownit — 430+ participants across 23 cities including Delhi, Bengaluru, Kolkata, Chennai and Mumbai — found that 91% of respondents who had faced bias encountered it during school or college days, and that 72% of the time mothers intervened, confronting society and figures of authority on their children's behalf.

The TVC, conceptualised by Ogilvy, shows a mother using Mom's Magic cookies to engage the coach who displayed bias against her daughter. By offering the cookies and revealing the hidden ingredients of cashew and almond, she communicates that true qualities can only be discovered through experience — and the coach acknowledges the importance of a fair trial.

The campaign line, 'Try karne se hi pata chalti hain – andar ki khoobiyan' (you only discover the goodness within by giving it a fair try), ties the product's hidden nuts to the child's hidden potential. Ogilvy South chief creative officer Puneet Kapoor called it 'a magical mix of fierceness and goodness', with the mom armed by her 'secret weapon of unconditional love and a pack of cookies'.

Ali Harris Shere, COO of the Biscuits & Cakes Cluster at ITC, said the brand aims to partner with moms to create a more inclusive environment where children get opportunities to succeed.

The product itself carries the argument — hidden ingredients mirror hidden talent, so the metaphor is eaten, not just spoken.

The campaign is built on the brand's own commissioned survey, giving the 'mom as shield against bias' claim numbers.

It extends the biscuit's 'mom' positioning from warmth into advocacy, giving mothers the hero role against authority.

Make the product the argument: a biscuit with hidden ingredients is the cleanest metaphor for talent you can't see from the outside.

The TVC launched in July 2023 as the brand's statement on bias and fair trials; exchange4media reported no performance figures with the release.