Sunfeast Marie Light has unveiled a new initiative as part of its ‘#MarieLightMode’ campaign, which highlights a growing emotional gap in modern relationships due to excessive phone use.
The initiative is built on the insight that in a world where digital connections are getting stronger by the minute, real-life connections and meaningful personal conversations are often taking a backseat, especially among couples. As per a Sunfeast survey conducted in Chennai, 53 per cent of people said that they spend more time with their phone than with their partner.
To highlight this behaviour, the brand partnered with Swiggy Instamart to surprise more than 20,000 couples across Tamil Nadu with a quirky 'Divorce Agreement with Phones' tucked into their orders. Written in the style of a mock legal agreement, it encouraged couples to put their phones aside and make more room for quality time and light moments.
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."
Hari Kumar Gopinathan, Senior Vice President & Chief Business Office, Swiggy Instamart added, "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."
