ITC’s Sunfeast Marie Light has launched the second phase of its campaign addressing household equality, building on its ‘Strong Team Nameplate Campaign’ introduced last year. The initiative draws attention to the common practice in India where home nameplates often display only one partner’s name.
This year’s campaign, titled ‘Missing Wife’, was rolled out as an Out-of-Home (OOH) activation in Bengaluru. The messaging focused on the absence of a wife’s name from nameplates, aiming to prompt reflection on equality, respect, and identity within homes.
OOH creatives featured lines such as “Nikhil’s wife is missing…” displayed across bus shelters and hoardings in the city. The campaign used various names to create a sense of curiosity and engage passers-by.
Sunfeast Marie Light has also collaborated with MyGate, a community management platform, to bring the campaign to over 40 residential societies in Bengaluru. Campaign visuals were placed in common areas of these communities to prompt residents to consider shared identity in domestic spaces.
Commenting on the campaign, Ali Harris Shere, Chief Operating Officer - Biscuits & Cakes Cluster, Foods Division; ITC Ltd, said: "Sunfeast Marie Light believes that homes are built stronger when both partners are treated equally. The 'Missing Wife' campaign seeks to question something we’ve normalised over time – the absence of the woman’s name on the nameplate of a home she helps build every day. We believe even small reminders like this can spark larger conversations around equality and mutual respect in households."
The campaign’s final phase revealed its intent by highlighting the emotional contrast between the concern over a missing person and the unnoticed absence of a woman’s name from the home she shares.
Abhishek Kumar, Chief Revenue Officer, MyGate, added, "We are pleased to partner with ITC Sunfeast Marie Light in encouraging conversations that go beyond daily routines and focus on the values that build stronger communities. Through this campaign, we hope to sensitise residents to the importance of equal partnerships."
The campaign forms part of the brand’s continued efforts to engage with themes of equality and shared responsibility in domestic life.
