Clean-food brand Noice has launched its latest campaign, 'Noice Aa Raha Hai. Noice Chaa Raha Hai.', celebrating the growing popularity of its products through a humorous take on its name, which sounds identical to the word "noise". The campaign transforms a familiar everyday complaint into a memorable brand story.
The launch film follows a couple who call a technician to investigate persistent 'noice' coming through a supposedly noise-proof window. As the technician inspects the window, packets of Noice products begin flying into the house, leaving him baffled while the wife eagerly gathers them. The film ends with the playful sign-off, reinforcing the brand's growing appeal.
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Built around the insight that consumers often mistake 'Noice' for 'noise', the campaign uses humour and relatability to highlight the brand's growing fanbase among Gen Z, millennials and families. Known for its range of nostalgic regional snacks, pantry staples and beverages, Noice has carved a niche in the packaged food category with products positioned as authentic and clean.
Speaking on the launch, Mayur Hola, Head of Brand, Swiggy, said, “The response to Noice has been incredible. From nostalgic regional snacks and spreads to beverages and pantry favourites, we’re seeing consumers take to the brand en masse on Instamart. If there were an OnlyBrands, noice would do rather well. The packaging screams "pick me up," the product has us all coming back for more. The campaign bundles this consumer love into a playful campaign that’s as memorable as the products themselves."
The campaign will roll out across digital and social media platforms, using entertainment-led storytelling to strengthen brand recall while reinforcing Noice's growing presence on Instamart.
