Mumbai: Sunfeast Marie Light, the biscuit brand from ITC Ltd, has launched a new campaign titled #MarieLightMode aimed at encouraging couples to take a break from digital distractions and reconnect through meaningful everyday moments.
The campaign is based on insights from a study conducted in Chennai, which revealed that 53% of respondents admitted to spending more time on their phones than with their partners, highlighting a growing emotional disconnect in modern relationships. Through the initiative, the brand encourages couples to set aside their phones and rediscover shared moments over tea and Marie Light biscuits.
The campaign film features actress Jyothika alongside Senthil, portraying a modern couple who realise that while their digital interactions are increasing, their personal connection is gradually fading. A simple decision to switch off their phones during tea time turns the moment into an opportunity for genuine conversation and laughter, reinforcing the brand’s message that small, light moments can help strengthen relationships.
Commenting on the campaign, Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC Ltd, said, “At Sunfeast Marie Light, we believe that it’s the small, light moments shared every day that build strong relationships. With #MarieLightMode, we want to encourage couples to take mindful break from screens and rediscover the joy of spending quality time together – because sometimes the strongest connections are built in these light moments.”
As part of the initiative, consumers can scan a QR code on Sunfeast Marie Light packs to participate in an interactive couple’s quiz designed to test how well partners know each other. Participants also stand a chance to win a couple’s trip to Switzerland, encouraging shared experiences and meaningful time together.
Sharing her thoughts on the campaign, Jyothika said, “After marriage, it’s often the daily light moments that keep a relationship strong. In Tamil homes, sharing tea is one such moment. Marie Light Mode gently reminds us to pause, put our phones away, and spend that time talking to each other. This thought really resonated with me.”
The film is currently live across television and digital platforms in Tamil Nadu, supported by in-store activations and social media engagement under the hashtag #MarieLightMode. Through the campaign, Sunfeast Marie Light aims to reinforce its message of nurturing meaningful everyday connections.
