Sunfeast Marie Light’s ‘Marie Light Mode’ campaign highlights a growing reality in modern relationships, how phones are increasingly taking up space between couples. Building on this insight, the brand extended the conversation through an on-ground social experiment, encouraging people to reflect on how everyday screen habits are impacting real-life connections.
Taking the campaign to the streets of Bengaluru and Chennai, couples were engaged in candid conversations around phone usage from screen time and bedtime scrolling to who gets more attention their partner or their phone. The interactions revealed that many couples are unintentionally giving more time to their devices than to their partners. Reinforcing this insight, couples were invited to sign a playful ‘divorce agreement’ with their phones, symbolically encouraging them to disconnect from screens and reconnect with each other.
