Instamart’s clean-label brand NO!CE has taken its truck art-inspired packaging onto the streets of Mumbai, covering a truck with more than 1,300 packs of its snacks and beverages in an outdoor activation.
The idea stemmed from consumers comparing NO!CE’s bold, maximalist packaging to Indian truck art. The brand took the association a step further by turning an entire truck into a moving display, with product packs lining its body and soda cans hanging from the vehicle.
The truck brought together products across the brand’s range, including chocolate fudge protein bars, blueberry smoothies, eggs, Mexican nachos, Rajasthan aloo bhujia, desi moong dal, jam-filled biscuits and ganache chocolate cookies. The activation combined everyday snacks with indulgent treats, using the products themselves as part of the truck’s artwork.
The unusual vehicle also drew attention on social media. One user described it as a “moving snack shop”, while another noted that the activation turned the truck into a product showcase. A third user wrote, “NO!CE knows how to make noise without making any noise. PS: That truck? Basically a moving case of NO!CE pollution.”
The activation also appeared in posts shared on LinkedIn and Instagram, extending its reach beyond the streets of Mumbai.
Available on Instamart, NO!CE brings together products across multiple food and beverage categories from a range of food entrepreneurs. The brand says one in every 10 baskets on Switch features a NO!CE product.
With the on-road showcase, the brand brought its product range into a physical setting, using a familiar feature of Indian roads to draw attention to its offerings on the platform.
Instamart’s in-house team conceptualised and executed the activation, with MOMS (Madison OOH Media Solutions) as the execution partner.
