Sunfeast Marie Light has extended its “Marie Light Mode” campaign with an on-ground social experiment that highlights how smartphones are increasingly affecting attention and interaction between couples in everyday life.
The campaign is built on the insight that while couples often share physical space, a significant amount of their attention is now directed toward screens, including social media scrolling, messaging, and late-night phone usage. To explore this behaviour further, the brand conducted street-level interactions in Bengaluru and Chennai, engaging couples in candid conversations about their digital habits.
During these conversations, couples were asked about their screen time patterns, including how often phones are used during meals, conversations, and bedtime routines. Many participants acknowledged that their devices often compete with their partners for attention, sometimes without them actively realising it.
As part of the activation, Sunfeast Marie Light introduced a symbolic “divorce agreement” with phones. Couples were invited to sign this playful agreement as a metaphorical gesture to temporarily disconnect from their devices and reflect on their screen usage. The aim was not to enforce digital detox but to encourage awareness about how technology influences everyday relationships.
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