Mumbai: In an age where screen time increasingly dominates personal interactions, Sunfeast Marie Light has launched a new initiative urging couples to put down their phones and reconnect through real conversations. As part of its ongoing #MarieLightMode campaign, the brand has introduced a quirky activation titled ‘Divorce Your Phones’.
The campaign stems from a consumer insight uncovered through a Sunfeast survey conducted in Chennai, which revealed that 53% of respondents spend more time with their phones than with their partners, pointing to a widening emotional disconnect in modern relationships.
As part of the initiative, Sunfeast Marie Light collaborated with Swiggy Instamart to distribute more than 20,000 mock ‘Divorce Agreements with Phones’ to couples across Tamil Nadu. Inserted into Instamart deliveries, the agreements were designed in the style of legal documents, encouraging couples to consciously set aside their devices and make space for more meaningful interactions.
Commenting on the initiative, Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division ITC Ltd said, “Our study revealed that the phone has quietly become the third person in many relationships, a simple yet uncomfortable truth. 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.”
Talking about the collaboration, Hari Kumar Gopinathan, Senior Vice President & Chief Business Office, Swiggy Instamart said, “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.”
With this latest activation, Sunfeast Marie Light continues to position itself around fostering lighter, more meaningful moments between couples, reinforcing its broader messaging around human connection in an increasingly digital world.
