Noice Turns 'Noise' Into A Playful Brand Campaign

Noice, the food brand under Swiggy's Instamart, has launched a campaign built on the phonetic overlap between its own name and the word "noise."

Brand: Noice, under Swiggy Instamart
Campaign: "Noice Aa Raha Hai. Noice Chaa Raha Hai."
Concept: A husband calls a repair technician about a mysterious noise in the house, and the "problem" turns out to be Noice snacks
Product range: Regional snacks, spreads, beverages, pantry staples and nostalgic comfort foods
Distribution: Instamart, across major Indian cities, rolling out on digital and social platforms

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A Pun Built Into A Domestic Comedy

The campaign film leans entirely on the joke in its name: a husband, convinced something in the house is making an odd noise, calls in a window repair technician to investigate, only for the "disturbance" to turn out to be a pack of Noice snacks being opened nearby. It is a simple, single-gag structure, but one that gives the brand name itself the punchline, which is a more durable hook for recall than a conventional product-benefit spot would offer for a snack range still building awareness.

A Nostalgia Play Aimed At Two Generations

Mayur Hola, Head of Brand at Swiggy, said, "The response to Noice has been incredible... the campaign bundles this consumer love into a playful campaign." The range itself, regional snacks, spreads, beverages, pantry staples and nostalgic comfort foods, is pitched at Gen Z, millennials and families at once, betting that a familiar, slightly retro comedy register can carry a nostalgia-coded product range across generations rather than splitting the pitch by age group. The campaign is available on Instamart in major Indian cities as it rolls out further across digital and social platforms.