Sunfeast Mom's Magic and Ogilvy Bangalore create a campaign for Teacher’s Day

Sunfeast Mom’s Magic, a leading cookie brand from the ITC Sunfeast Portfolio was launched in 2014. The range of Sunfeast Mom’s Magic cookies is positioned as a platform to savour relationships while having a strong focus on the mother-child relationship throughout its brand history.

Commercials for the brand in the past have focused on delightful moments between mother and child, or the instances where children most reminisce about the magic their moms provide in their lives. As the brand moved forward while witnessing the positioning strike a chord with its audience, it then widened its platform to celebrate the ‘mom in each one of us’ – a space that opened up new conversations.

On the occasion of Teachers Day, Sunfeast Mom’s Magic picked up a wonderful insight on how one’s teachers have also played the role of a mother to many. 

The beauty of this film lies in the simplicity of the idea. A loving and caring teacher is the closest one can get to a mother's love and affection. The film drives home this simple thought through an understated but magical bond between a class teacher and one of her little students. It's real and nuanced, never tries too hard to deliver a message. 

Mahesh Gharat, CCO South, Ogilvy: There was such a simple but beautiful insight in the film that we wanted to tell the story in as simple a narrative as possible. We wanted to keep it real and focus on the nuances. Even the actors were free to improvise and interpret their parts and they did that with aplomb. I have always believed that magic happens only if you keep it real.

CREDITS

Agency: Ogilvy

Group Chief Creative Officer & Vice Chairman: Sonal Dabral

Chief Creative Officers: Mahesh Gharat & Azazul Haque

Copywriters: Nilay Moonje, Souvik Banerjee

Executive Vice President and Head of Advertising, South: Tithi Ghosh

Account Management: Akshatha Poojari, Kunal Shete, K.C. Matthew

Planning: Vivas Nandhakumar, Mrrinali Gupta

Production House: Box Office  Director: Aman Sachdeva Producers: Porus Khareghat, Vikas Malhotra & Rajib Baruah  Music: Anand Bajpai