Sunfeast Marie Light has launched a new campaign encouraging couples to take a break from their phones and reconnect with each other in real life. Titled ‘Divorce Your Phones’, the initiative is part of the brand’s ongoing #MarieLightMode campaign and highlights how digital distractions are increasingly affecting personal relationships.
The campaign was rolled out in partnership with Swiggy Instamart across Tamil Nadu, where more than 20,000 couples reportedly received quirky “Divorce Agreements with Phones” tucked inside their orders. Designed like mock legal documents, the inserts encouraged couples to spend less time scrolling and make more room for meaningful conversations and shared moments.
The idea stemmed from a Sunfeast survey conducted in Chennai, which found that 53% of respondents admitted to spending more time with their phones than with their partners. Using humour and relatability, the campaign attempts to address the growing emotional distance created by excessive screen time in modern relationships.
The campaign film and accompanying activity position phones as the “third person” silently affecting relationships, turning an everyday delivery experience into a moment of reflection.
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.”
Speaking about the collaboration, Hari Kumar Gopinathan, Senior Vice President & Chief Business Officer, 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.”
