In modern relationships, the biggest threat to intimacy isn’t distance – it’s the screen sitting between two people on the same couch. Sunfeast Marie Light is calling it out, boldly.
As part of its ongoing #MarieLightMode campaign, the brand has launched ‘Divorce Your Phones’ – a quirky, conversation-starting initiative designed to nudge couples back toward each other. The trigger was a Sunfeast consumer survey conducted in Chennai, which revealed that 53% of respondents spend more time with their phones than with their partners.
The activation took a refreshingly literal approach. In partnership with Swiggy Instamart, Sunfeast Marie Light distributed over 20,000 mock ‘Divorce Agreements with Phones’ – designed to look like actual legal documents – inserted directly into Instamart deliveries across Tamil Nadu. The message was simple: consciously set aside your device and make room for real conversation.
Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC Ltd, framed the insight sharply: the phone has quietly become the third person in many relationships – an uncomfortable truth the brand chose to address with humour and heart.
Hari Kumar Gopinathan, SVP and Chief Business Officer, Swiggy Instamart, added that the collaboration was about enabling everyday moments that truly matter – delivered, quite literally, to consumers’ doorsteps.
For Sunfeast Marie Light, the campaign reinforces a consistent brand belief: that the lightest, most meaningful moments happen when we put everything else down.
