Sunfeast Marie Light puts screen habits under the spotlight

MUMBAI: Looks like some relationships have a third wheel these days and it fits neatly into a pocket. Sunfeast Marie Light has taken aim at one of modern life’s most familiar interruptions, the smartphone. Through its latest Marie Light Mode campaign, the biscuit brand is shining a light on how screens are quietly competing with partners for attention in everyday relationships. Building on the campaign’s central insight, the brand moved beyond advertising and onto the streets of Bengaluru and Chennai, where couples were invited into candid conversations about their digital habits. From bedtime scrolling and screen-time battles to the uncomfortable question of who gets more attention, a partner or a phone, the responses painted a revealing picture of modern relationships.

The exercise found that many couples are unintentionally dedicating more time to their devices than to each other, highlighting how digital distractions have become a routine part of daily life.

To drive the point home, participants were asked to sign a playful “divorce agreement” with their phones. The symbolic gesture encouraged couples to take a step back from constant notifications and reconnect with the person sitting right beside them.

Rather than treating technology as the villain, the campaign uses humour and relatable situations to spark reflection on everyday screen habits. The result is a light-hearted but timely reminder that while smartphones are always within reach, meaningful conversations often require putting them out of sight.

With Marie Light Mode, Sunfeast Marie Light taps into a growing cultural conversation around digital wellbeing, suggesting that sometimes the strongest connection signal is not on a screen at all.

After all, in the battle for attention, the real relationship status update may simply be, phone down, eyes up.