Sunfeast Mom’s Magic has unveiled its latest initiative, ‘Will of Change,’ aimed at addressing the deep-rooted gender inequality that persists in inheritance practices across India.
A recent survey conducted by the brand revealed a staggering reality—only 7% of daughters in the country receive an equal share of inheritance. Despite laws granting equal rights to women, cultural beliefs continue to dominate, promoting the age-old notion that “betiyan paraya dhan hoti hain,” implying that daughters are not considered part of their birth family once they marry.
Ali Harris Shere, Chief Operating Officer of the Biscuits & Cakes Cluster at ITC Limited, emphasized the importance of this campaign, explaining, “Many mothers in India have faced gender-based discrimination in inheritance and are in a position to break this cycle for their daughters. The ‘Will of Change’ campaign is designed to empower them to take that crucial step toward ensuring equality for their daughters, transforming them into Moms of Change.”
Indian mothers have long been central to their families, advocating for their children’s rights and well-being. Sunfeast Mom’s Magic, a brand synonymous with celebrating motherhood and its influence, is now urging mothers to take the lead in confronting one of society’s oldest biases—unequal inheritance practices. The ‘Will of Change’ campaign calls upon mothers to be the catalysts of this change, ensuring their daughters receive equal recognition and rights within their families.
The initiative highlights how a mother’s voice can influence critical decisions. Through the campaign, Sunfeast Mom’s Magic encourages mothers to challenge outdated societal norms and ensure their daughters are not sidelined in matters of inheritance.
Central to the campaign is a heartfelt film starring actors Shefali Shah and Manish Chaudhari. The narrative explores the emotional dynamics of inheritance decisions within a modern family. The story follows Mr. Shekhar Verma, who is preparing his will. As his daughter Shreya helps him gather necessary paperwork, the family’s decision to leave all assets to their son Arjun is revealed. The mother, played by Shefali Shah, delicately challenges her husband’s thinking by pointing out the inconsistency—while their daughter is often lovingly referred to as “beta” (son), she becomes a “beti” (daughter) when it comes to inheritance. This simple yet profound statement forces her husband to reconsider the bias inherent in his decision.
The film poignantly underscores how daughters are often overlooked in inheritance matters despite their significant contributions to the family. It serves as a reminder of the power of maternal influence and how a mother can help rewrite the narrative for future generations.
Sunfeast Mom’s Magic envisions mothers as pivotal in challenging gender biases within their families. The brand believes that by encouraging mothers to take a stand, it can inspire a larger societal shift. Through the ‘Will of Change’ initiative, the campaign seeks to transform mothers into advocates for gender equality, particularly when it comes to inheritance rights.
This campaign is more than just an advertisement—it is a call to action. It invites mothers across India to reflect on the legacy they are passing on to their daughters and to take an active role in ensuring that their daughters receive equal rights and recognition within the family structure.
Sunfeast Mom’s Magic is known for championing causes that resonate with mothers, and the ‘Will of Change’ initiative is a testament to this commitment. With this campaign, the brand aims to challenge one of the most entrenched societal norms and empower mothers to lead the way toward a more equitable future for their daughters.
Through the ‘Will of Change’ campaign, Sunfeast Mom’s Magic seeks to ignite a conversation around inheritance practices in India, urging mothers to become agents of change. With a powerful message and an emotional narrative, the campaign highlights the role mothers can play in ensuring equal inheritance rights for their daughters. By challenging traditional biases, the initiative hopes to inspire a movement toward equality and justice for women across the country
