MUMBAI: In a digital campaign conceptualised by Ogilvy Bangalore, Sunfeast Mom’s Magic veered off the beaten path for Mother’s Day and paid homage to the mother-like figures that have positively impacted the lives of those they care for in an attempt to get people to acknowledge these relationships.

Ogilvy South chief creative officer Mahesh Gharat says, “Sunfeast Mom’s Magic stands for mom’s values. We believe that there is a mom in every one of us and this instinct transcends conventional boundaries. On this Mother’s Day, we wanted to celebrate the beauty of such relationships through this video.”

In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits. Within a span of 12 years, Sunfeast has well-established presence in almost all categories of biscuits.

Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end. In addition, ITC also launched Sunfeast Farmlite Digestive All Good biscuit made from whole wheat flour of Aashirvaad Atta which makes it naturally rich in fibre content and brings alive ITC's commitment to provide delightful experiences to every consumer. The company also Sunfeast Dark Fantasy Yumfills Cake in its portfolio which is a soft pie cake, filled with crème.