Sunfeast Marie Light has unveiled a new campaign, #MarieLightMode, aimed at encouraging couples to put their phones aside and reconnect through simple, everyday moments.
The campaign draws on a study conducted in Chennai by the brand, which found that 53 per cent of respondents admitted they spend more time on their phones than with their partners, highlighting the growing impact of digital distraction on personal relationships.
At the centre of the initiative is a campaign film featuring actor Jyothika alongside Senthil, portraying a couple who realise that while their digital interactions are increasing, their real-life bond is gradually weakening. The narrative follows their decision to switch off their phones and rediscover conversation and laughter over tea and Marie Light biscuits.
Commenting on the campaign, Mr. 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.”
Actress Jyothika added, “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 reinforces the brand’s message that small, shared moments such as tea time can help strengthen relationships.
As part of the campaign, consumers can scan a QR code on Sunfeast Marie Light packs to participate in a couples’ quiz that tests how well partners know each other. Participants also stand a chance to win a couples’ trip to Switzerland.
The campaign is currently live across television and digital platforms in Tamil Nadu, supported by in-store activations and social media engagement around the hashtag #MarieLightMode.
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