Sunfeast Marie Light Campaign Urges Couples to Ditch Devices for Quality Time

Chennai residents are increasingly glued to their screens rather than each other, according to recent findings that have prompted a major biscuit brand to take action.

A Sunfeast survey found that 53% of respondents in the city spend more time on their phones than with their romantic partners, revealing a widening disconnect in relationships. The research, conducted among heavy phone users—those spending over four hours daily on devices—was carried out between March 12 and March 15, 2025.

Responding to this trend, Sunfeast Marie Light has launched the #MarieLightMode campaign, a tongue-in-cheek initiative designed to encourage couples to reclaim face-to-face moments.

The brand partnered with Swiggy Instamart to distribute mock "Divorce Agreements with Phones" to over 20,000 couples across Tamil Nadu through delivery orders. Written as humorous legal documents, the agreements playfully urged recipients to set aside their devices and embrace quality time together.

"Our study revealed that the phone has quietly become the third person in many relationships, a simple yet uncomfortable truth," said Suraj Kathuria, Vice President and Head of Marketing for the Biscuits, Foods Division at ITC Ltd. "We turned this insight into a thought-provoking message in a playful way. With this activity, we nudged couples to put their phones aside and reconnect through more meaningful, real conversations."

The campaign transformed routine delivery moments into unexpected opportunities for reflection and reconnection.

Hari Kumar Gopinathan, Senior Vice President and Chief Business Officer of Swiggy Instamart, noted the significance of the collaboration. "At Swiggy Instamart, we're always looking to be a part of meaningful, everyday moments in our consumers' lives. This collaboration with Sunfeast Marie Light is a refreshing take on a very real insight—encouraging couples to pause, put their screens aside, and reconnect. By bringing this playful yet thought-provoking initiative directly to consumers' doorsteps, we're proud to enable moments that truly matter."

The campaign underscores Sunfeast Marie Light's broader commitment to fostering genuine human connections in daily life.