Mumbai: Actor Genelia D’Souza, who turned vegan at 37, recently shared how a simple, balanced Indian diet remains central to her approach to health and wellness. Reflecting this food philosophy, she has partnered with Noice, a premium food brand dedicated to reviving fresh, homestyle, authentic recipes through small-batch craftsmanship and high-quality ingredients.
The campaign, titled “Good Morning with Noice”, captures the comfort of simple, nourishing breakfast staples. The digital film opens in Genelia’s home, where she’s craving a breakfast spread beyond the ordinary. While her cook suggests the usual aloo bhaja and pav, Genelia, with her signature charm, turns to ordering her favourites from Noice — from freshly fermented Idli and Dosa batter, chunky strawberry jam, artisanal sourdough bread, to coconut water with real malai chunks. What follows is a lighthearted conversation between Genelia and her house help, Sunita, relishing a wholesome platter with a wink to the camera, summing it up: “Simple. Honest. Noice.”
With over 200 products in its portfolio, Noice offers a fresh take on packaged food, focusing on preservative-free, homestyle recipes. The brand collaborates with over 40 local entrepreneurs nationwide, combining authenticity with accessibility.
Royan Mody from Noice said, “This campaign is about making everyday food choices uncomplicated, fresh, and honest. Genelia’s philosophy towards food ties in greatly with Noice. She embodies the playful yet caring vibe that Noice stands for, fuss-free, wholesome, and rooted in quality. The campaign brings alive how Noice fits seamlessly into daily life, whether it’s the perfect breakfast platter or just a refreshing sip of real coconut water. Noice is not just about products; it’s about everyday choices that feel good, taste great, and stay real.”
Noice is also reviving authentic heritage Indian snacks from across the country, including favourites like Nipattu, Karam Gavvalu, Achappam, Nannari soda, Gujarati Gathiya, and Jeera Masala Soda — snacks that had nearly disappeared from shelves. The brand partners with local entrepreneurs from cities such as Calicut, Mangalore, Sonipat, Karur, and Proddatur, crafting small-batch, high-quality snacks using traditional methods.
One partner from Calicut, Kerala, shared, “Achappam (Rose Cookies) from Kerala lost major shelf space in the Indian market due to its shorter shelf life and delicate nature, which made it prone to breakage. Noice has helped us bridge this gap and bring the regional delicacy back not just to local markets, but to consumers nationwide.”
Noice products are now available on Instamart across Mumbai, Delhi NCR, Bangalore, Hyderabad, Pune, and Chennai.
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