Sunfeast Marie Light encourages couples to ‘Divorce their phones’

In a world where digital connections are getting stronger by the minute, real-life connections are quietly fading. Meaningful personal conversations are often taking a backseat, especially among couples. As per a Sunfeast survey* conducted in Chennai, 53% people say that they spend more time with their phone than with their partner, highlighting a growing emotional gap in modern relationships.

To shine a light on this behavior, Sunfeast Marie Light launched a quirky yet pertinent initiative as part of its #MarieLightMode campaign.

In partnership with Swiggy Instamart, the brand surprised 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 & light moments. The thoughtful activity transformed a routine delivery moment into an unexpected moment of reflection.

Mr. 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."

Talking about the initiative, Mr. Hari Kumar Gopinathan, Senior Vice President & Chief Business Office, Swiggy Instamart said, "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."