Sunfeast Marie Light has launched a new campaign titled ‘#MarieLightMode’, encouraging couples to step away from their phones and rediscover meaningful conversations during everyday tea-time moments.
Developed around insights into changing relationship dynamics, the campaign highlights how increasing digital engagement is often reducing real-life interactions. A study conducted in Chennai by Sunfeast found that 53% of respondents admitted to spending more time on their phones than with their partners, reflecting a growing gap in personal communication among couples.
The campaign brings this insight to life through a film featuring Jyothika alongside Senthil. The narrative follows a modern couple who gradually realise that while their digital connections are thriving, their own relationship is becoming distant. A conscious decision to switch off their phones transforms their routine tea time into a moment of shared laughter and conversation.
Through this simple storyline, the film reinforces the brand’s message that meaningful relationships are often built through small everyday interactions. The narrative positions tea time and light snacking as an opportunity for couples to reconnect through simple, distraction-free conversations.
ITC Limited has positioned the campaign as part of its broader effort to associate the brand with everyday bonding moments. The communication emphasises that a cup of tea and a light biscuit can become the setting for more mindful interactions between partners.
Suraj Kathuria said, “At Sunfeast Marie Light, we believe that it’s the small, light moments shared every day that build strong relationships. With #MarieLightMode, we want to encourage couples to take mindful break from screens and rediscover the joy of spending quality time together - because sometimes the strongest connections are built in these light moments.”
As part of the campaign engagement, consumers can scan a QR code printed on Sunfeast Marie Light packs to participate in an interactive couple’s quiz designed to test how well partners know each other. Participants also stand a chance to win a couple’s trip to Switzerland, linking the campaign’s message to shared experiences and relationship moments.
Jyothika said, “After marriage, it’s often the daily light moments that keep a relationship strong. In Tamil homes, sharing tea is one such moment. Marie Light Mode gently reminds us to pause, put our phones away, and spend that time talking to each other. This thought really resonated with me.”
The campaign is currently live across television and digital platforms in Tamil Nadu and is supported by in-store activations and social media engagement under the hashtag ‘#MarieLightMode’. Through this integrated rollout, the brand aims to reinforce its positioning around simple moments that strengthen everyday connections.
