Noice Plays on 'Noise' in Its Latest Brand Campaign

Swiggy's food brand Noice has launched its latest campaign, "Noice Aa Raha Hai. Noice Chaa Raha Hai.", using clever wordplay and humour to build stronger brand recall. Playing on the similarity between the words Noice and noise, the campaign transforms everyday complaints about unwanted sounds into entertaining moments that introduce consumers to the brand's expanding food portfolio.

The campaign features two digital films that creatively weave Noice products into relatable scenarios. In one film, a homeowner repeatedly hears "noice" despite having soundproof windows and calls a technician to investigate. Instead of finding a fault, packets of Noice snacks, beverages, spreads, and pantry products begin making their way into the apartment, ending with the campaign's catchy tagline, "Noice Aa Raha Hai. Noice Chaa Raha Hai."

The campaign celebrates the growing popularity of Noice across Instamart while highlighting its diverse range of nostalgic regional snacks, beverages, spreads, and pantry essentials. By combining humour, storytelling, and memorable branding, Swiggy aims to strengthen consumer engagement and position Noice as a fun, relatable, and fast-growing food brand. The campaign is being rolled out across digital platforms and social media to maximise reach and audience interaction.