Noice, a clean-food brand, has rolled out a campaign, 'Noice aa raha hai. Noice chaa raha hai.'

Conceptualised by Enormous, the campaign comprises a series of two films. Built around the brand’s biggest quirk, that its name sounds exactly like the word 'noise', the campaign transforms everyday complaints about 'noise' into unexpected moments of discovering Noice products.

The first film is set inside an apartment, where a husband calls a window repair technician after repeatedly hearing 'noice' coming from a 'Noice-proof' window. As the technician begins inspecting the slightly open window, packets of Noice products start flying into the home one after another. While the wife excitedly collects every product that arrives, the bewildered technician slowly realises the complaint wasn’t about noise at all, it was about Noice. 

The second film unfolds in an office, where an employee complains to another employee about 'noice' coming from the printer. Curious, he walks over to investigate, only to discover that instead of making noise, the printer is churning out Noice products. What begins as a routine office complaint quickly turns into another playful misunderstanding, reinforcing the brand’s clever wordplay.

What we think about it: The campaign cleverly turns Noice's biggest branding quirk into its strongest creative asset, using everyday misunderstandings to make the name instantly memorable. The films are simple, witty, and rely on well-executed situational humour to land the brand message without trying too hard.

Mayur Hola, head - 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.