Mumbai: Clean-food brand Noice has launched a new brand campaign titled “Noice Aa Raha Hai. Noice Chaa Raha Hai.”, celebrating its growing popularity among Gen Z, millennials and families through a humorous take on the brand’s most distinctive asset—its name.
Built around the fact that “Noice” sounds exactly like the word “noise,” the campaign transforms everyday complaints about unwanted noise into memorable moments of product discovery, reinforcing the brand’s growing recall among consumers seeking authentic, nostalgic and true-to-taste food options.
The campaign launches with two humorous films, including one set inside an apartment where a husband calls a window repair technician after repeatedly hearing “noice” coming through a supposedly “Noice-proof” window. As the technician inspects the slightly open window, packets of Noice products begin flying into the house one after another. While the wife enthusiastically collects the products, the confused technician eventually realises the complaint wasn’t about “noise” at all—it was about Noice. The film concludes with the campaign’s signature line: “Noice Aa Raha Hai. Noice Chaa Raha Hai.”
Drawing on the familiar phrase of people complaining about “noise,” the campaign uses humour and relatability to create a memorable brand story while highlighting Noice’s expanding range of products, from trendy snacks to nostalgic regional favourites.
The campaign also reflects the brand’s growing presence on quick commerce platforms, where it has built a loyal consumer base by offering products positioned around authenticity, comfort and familiar flavours in a category dominated by mass-produced packaged foods.
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 be rolled out across digital platforms and social media, using entertaining films to build brand recall while showcasing Noice’s playful identity and growing consumer appeal across the country.
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