Q] What was the inspiration behind the ‘Made of Noise’ campaign, and how does it reflect the brand's evolution over the past decade?
When we launched Noise, our goal was to communicate the brand's essence by emphasising the "noise within"—a message aimed at Gen Z, who are more focused on their perception than rather than external advice. This narrative helped us connect emotionally with our audience. As we turned 10, our consumers evolved with us, allowing us to elevate our message. We now highlight that while listening to the noise within is important, embracing external feedback—both positive and negative—also contributes to personal growth and who you become..
Q] What was the reason behind roping in Virat Kohli & Taapsee Pannu for the campaign? How do they represent the values and aspirations of Noise as a brand?
Both Virat and Taapsee are long-standing partners who embody our core values. We're in the second year with Virat and the third with Taapsee; these aren't short-term collaborations. Taapsee, despite facing immense trolling, silences critics with every success and has been awarded Best Actress for three consecutive years, showcasing her resilience. Similarly, Virat silenced his harshest critics with his performances. Our campaign reflects their journeys, highlighting that life has highs and lows, but it's about lifting yourself from those lows and emerging stronger. Noise is your partner in this pursuit of excellence, supporting you on days when you struggle, feel stressed, or can't sleep well. The campaign emphasizes focusing on yourself, channelling the positives, and reaching your individual goals.
Q] Noise had launched NoiseFit Javelin, limited edition smartwatch as an ode to Neeraj Chopra. What kind of consumer response did you receive on the limited-edition watch?
This was our first commemorative edition launch, and it was a special one. Neeraj, India's greatest sporting hero, was deeply involved in the creation of this product. The watch reflects his spirit, featuring the colors of the Indian jersey and modes tailored to how Neeraj uses a device. Each watch is uniquely numbered, celebrating his achievements. The response was overwhelming, with the product selling out in just two days. People saw it not only as a great product but also as a chance to own a piece of history. With Neeraj's signature and a unique number, this watch is a special keepsake.
Q] Given Neeraj Chopra’s impressive silver medal win at the Paris Olympics 2024, how do you plan to leverage his achievement in your ongoing partnership with him? Are there any upcoming campaigns or limited-edition launches in the works?
When we decided to partner with Neeraj, it wasn't just for a momentary opportunity. We signed him two years ago, and this journey with him has been continuous. His current success is a testament to his hard work and our good fortune. The brand’s partnership with him reflects our genuine admiration for him as an individual, not just a marketing strategy. While we've celebrated him with the Javelin edition, limited editions aren't just about milestones—they commemorate people. Will there be more special editions in the future? Yes. Will they be a Javelin 2, 3, or 4? That’s yet to be decided.
Q] As Noise celebrates a decade of innovation, what do you consider the most significant milestones in the brand’s journey?
Ten years is a long time, and while we often focus on recent developments, looking back reveals key milestones that have shaped us. The launch of Colorfit Pro 2 was pivotal, elevating us to the top smartwatch brand in India and the third largest globally, with three and a half years of undisputed leadership. We've led the Make in India initiative, localized production, created jobs, and achieved 100% year-on-year revenue growth. We've also launched industry-first products, established Noise Labs, and seen NoiseFit become the highest-rated app in its category. Achieving all this while bootstrapped, and eventually securing backing from Bose, is the ultimate validation of our journey, proving our consumer love, product-market fit, and innovation. This stands as our greatest achievement.
Q] Noise is among the top 5 smartwatch brands globally. What strategies have been key to achieving this status, and how do you plan to maintain and grow your global market share?
We are a brand deeply focused on India, and unlocking the nation's potential has driven our growth. Noise primarily sells in India, and reaching a top-three or top-five global position by serving just one market, while others cater globally, is a significant achievement. Our success is driven by three key factors. First, Consumer Centricity—we integrate consumer insights into product design and distribution, focusing on the specific needs of the Indian consumer. Second, Innovation—we invest in advanced technology, having launched over 10 India-first products and leading the market with new features. Lastly, Excellent Execution—we consistently deliver on strategies through dedicated teamwork and strong partnerships, ensuring effective implementation and fostering brand loyalty.
Q] How is Noise contributing to the Make in India initiative, and what are the advantages of manufacturing locally for your brand?
There are multiple advantages here. First, the financial benefits given the duty structures and taxation in India. Second, backward integration, which lets us offer affordable products while positioning India as both a "Designed in India" and "Made in India" leader—a significant achievement in technology production. When we founded Noise, the goal was to create something from India, for India. Expanding this globally shifts the perspective. So, while there are commercial benefits, there are also emotional ones. Consumers get unparalleled value, and we build a self-sustaining ecosystem that generates jobs. Controlling the entire supply chain also provides crucial de-risking opportunities. What could be better?
Q] Going forward, what will be your key focus areas for the brand and what marketing strategies have you planned to drive growth for the business?
We’re a brand that enjoys a lot of consumer love. From a performance marketing and consumer reach standpoint, we consistently do well in our internal research, reflecting the substantial brand affection we receive. While we will continue to build on that, we are now at a point where we want to enhance our storytelling and better communicate the brand story of Noise. This is why we are launching campaigns like the one we’re discussing. You will see us expand our efforts across various platforms. A significant portion of our communication is digital-first, aligning with where the consumer is. However, you can expect our messaging to extend well beyond digital channels.
ABOUT THE BRAND
Founded in 2014 by Amit and Gaurav Khatri, Noise is an Indian smartwatch and connected lifestyle brand. After having written the playbook for a profitable bootstrapped business for a decade, as an undisputed leader in smartwatches nationally and globally, Noise is now backed by Bose as its first-ever strategic investor. As a homegrown brand with patents and a strong R&D focus, their innovation arm, Noise Labs, boasts many industry-first breakthroughs and houses some stellar technologies across categories.
PROFILE
Utsav Malhotra is the Chief Operating Officer at Noise. He lends his expertise to execute Noise’s vision and accelerate its business goals in the current avatar. With a keen eye for product and a penchant for numbers, he found himself in leadership roles across businesses that anchored around lifestyle and luxury and sought hyper growth. Prior to his current role at Noise, he has had stints with Nicobar Design, AMPM, Fashion and You, Arvind Lifestyle Brands amidst others. He is an alumnus of Durham University, UK and IITB, Utsav is also a double gold medallist from NIFT where he pursued design.
FACTS
Creative Agency: In-house
PR Agency: The Mavericks
