Sunfeast Asks Couples to ‘Divorce’ Their Phones

In today’s hyper-connected digital world, smartphones have become an inseparable part of daily life. But while screen time continues to rise, meaningful human conversations are slowly taking a backseat especially among couples. Recognising this growing emotional disconnect, Sunfeast Marie Light launched a creative and thought-provoking campaign encouraging people to spend less time on their phones and more time with each other.

As part of its ongoing #MarieLightMode campaign, the brand partnered with Swiggy Instamart to deliver quirky “Divorce Agreements with Phones” to over 20,000 couples across Tamil Nadu. The mock agreements, designed in the style of playful legal documents, encouraged couples to symbolically “separate” from their phones and prioritise real-life conversations and quality time together.

The campaign was inspired by insights from a Sunfeast survey conducted in Chennai, which revealed that 53% of people spend more time on their phones than interacting with their partners. The finding highlighted how digital distractions are increasingly becoming a silent third presence in modern relationships.

Rather than approaching the issue with a serious or preachy tone, Sunfeast chose humour and relatability to spark reflection. By placing the message directly inside Swiggy Instamart deliveries, the campaign transformed an ordinary doorstep interaction into a memorable emotional touchpoint.

According to Suraj Kathuria, VP and Head of Marketing - Biscuits, Foods Division at ITC Ltd., the initiative aimed to gently remind couples about the importance of meaningful conversations in everyday life. The campaign creatively addressed an uncomfortable truth while keeping the messaging light, engaging, and highly shareable.

Swiggy Instamart also viewed the collaboration as an opportunity to become part of meaningful consumer moments beyond convenience-driven deliveries. By integrating the campaign into daily routines, the partnership successfully merged emotional storytelling with real-world consumer engagement.

The initiative reflects a growing trend in modern marketing where brands are moving beyond traditional advertising to create emotionally resonant experiences that connect with audiences on a deeper level. Instead of simply promoting products, campaigns like these focus on behavioural insights, cultural relevance, and everyday human emotions.

With this campaign, Sunfeast Marie Light reinforces its positioning around light-hearted moments, emotional warmth, and meaningful connections  proving that sometimes the most impactful conversations begin when screens are switched off.