Sunfeast Marie Light has introduced a fresh initiative under its #MarieLightMode campaign, focusing on the growing impact of excessive mobile phone usage on personal relationships and encouraging couples to spend more quality time together.
The campaign draws from a brand study conducted in Chennai, which found that 53 per cent of respondents spend more time on their phones than with their partners. Using this insight, the brand has built a light-hearted yet thought-provoking campaign around the idea of taking a break from digital distractions.
As part of the activation, Sunfeast Marie Light collaborated with Swiggy Instamart to distribute mock “phone divorce agreements” to more than 20,000 couples across Tamil Nadu through customer deliveries. Designed in the style of a legal separation notice, the message playfully urged couples to disconnect from their devices and reconnect with each other through real conversations and shared experiences.
Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC Ltd, said the campaign was inspired by the reality that smartphones have quietly become a constant presence in relationships. He added that the initiative aims to spark awareness in a relatable and engaging manner while encouraging couples to prioritise genuine interactions.
Hari Kumar Gopinathan, Senior Vice President and Chief Business Officer, Swiggy Instamart, said the collaboration is based on a relatable consumer insight and seeks to inspire people to pause their screen habits and focus more on everyday personal moments.
Through the campaign, Sunfeast Marie Light continues to strengthen its positioning around meaningful connections, everyday conversations, and lighter moments shared between people.
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