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  • Title: The Happiness Hack Experiment! Watch till the end!
  • Brand name: ITC Sunfeast
  • Agency: Ogilvy
  • Released on: December 23, 2022

ITC Sunfeast Mom's Magic has rolled out a campaign '#HugHerMore' to encourage children to hug their moms more frequently. The film showcases a two-day social experiment conducted by the brand. It depicts the protagonist engaged in various activities such as posting on social media, consuming social media content, chatting with a friend on a chat app and hugging his mother. The maximum amount of happiness surge is tracked when the protagonist hugs his mother on the second day, giving an insight that the mother’s hug is indeed magical. Through the campaign, ITC Sunfeast Mom’s Magic aims to encourage every Indian to take a pledge to hug their mother more and spend quality time with her.

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