MAM
Swiggy’s Noice turns everyday ‘noise’ into a playful brand campaign
New digital films use wordplay to spotlight Noice snacks, spreads and pantry range on Instamart
MUMBAI: Looks like making a little “noise” is exactly what Swiggy had in mind. The food delivery platform has launched a new campaign for its in-house food brand Noice, cleverly blurring the line between the brand’s name and the everyday word “noise” to serve up humour alongside its growing portfolio of grocery products.
Titled “Noice Aa Raha Hai. Noice Chaa Raha Hai.”, the campaign comprises two digital films that transform ordinary complaints about unwanted “noise” into unexpected encounters with Noice products.
One of the films follows a man who calls a technician to inspect what he believes is a faulty soundproof window after repeatedly hearing “noice”. As the technician examines the window, packets of Noice snacks and pantry products mysteriously begin appearing inside the apartment, while the homeowner happily gathers them. The film ends with the campaign’s signature sign-off: “Noice Aa Raha Hai. Noice Chaa Raha Hai.”
Built around humour and linguistic wordplay, the campaign aims to increase awareness of the brand’s expanding portfolio, which includes snacks, regional favourites, spreads, beverages and pantry essentials, all available through Swiggy Instamart.
Mayur Hola, Head of Brand at Swiggy, said the campaign draws inspiration from the strong consumer response Noice has received since its launch.
According to Hola, the brand has seen growing traction across categories ranging from nostalgic regional snacks to beverages and pantry staples on Instamart. He added that the campaign seeks to capture that consumer enthusiasm through a memorable and light-hearted creative concept.
The campaign will be rolled out across digital platforms and social media, as Swiggy looks to strengthen Noice’s identity in the increasingly competitive private-label food market by turning a simple pun into a distinctive brand recall device.
