Swiggy’s food brand Noice has rolled out a new campaign, “Noice Aa Raha Hai. Noice Chaa Raha Hai.”, playing on the phonetic overlap between the brand’s name and the word “noise.”
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The campaign features two digital films built around everyday noise-related complaints, using them as a setup to introduce Noice’s product range. In one film, a man repeatedly hears “noice” through a soundproof window and calls in a repair technician. As the technician inspects the window, packets of Noice products start showing up at his door instead, collected eagerly by the homeowner. The film closes on the campaign’s tagline.
The brand says the wordplay-driven approach is designed to spotlight the rising traction of its snacks, spreads, beverages, and pantry offerings.
Mayur Hola, head of brand at Swiggy, said the response to Noice has exceeded expectations, with consumers gravitating toward its mix of nostalgic regional snacks, spreads, beverages, and pantry staples on Instamart. He added that the brand’s packaging and product appeal have driven repeat engagement, and that the campaign channels this consumer enthusiasm into a playful, memorable format.
The campaign will roll out across digital and social media platforms, leaning on humour to build recall for Noice’s expanding portfolio.
