Is AIB Back? Tanmay Bhat, Rohan Joshi & Aishwarya Mohanraj’s Diwali Video With Food Brand Noice is the Reunion we’ve been waiting for

Link to the film: https://www.instagram.com/reel/DPtTQzVDKJ1/?igsh=aDZmenBiN2djYXZy

 This Diwali, quick-commerce first premium food brand, Noice, ditched the usual sentimental festive ads and went straight for laughs. Teaming up with comedy legends, Tanmay Bhat, Aishwarya Mohanraj, Rohan Joshi, and Lekh Uthaiah, the brand launched “The Honest Party”– a chaotic, hilarious take on Diwali house parties, complete with unfiltered banter, awkward plus-ones, and of course, Noice’s authentic, small-batched sweets and snacks. In less than 24 hours, the video has racked up over 2.2 million views and 26k+ reposts, cementing the fact that brands delivering strong, organic content win the audience.

The film is a riot of relatable chaos- the house that’s “been cleaned for the first time,” awkward plus-ones, and friends roasting each other over flirting fails and Formula 1 sound effects. By swapping sentimentality for self-aware humour, “The Honest Party” celebrates the reality behind every house party, a little messy, a lot funny, and unapologetically real. As the chaos unfolds, in true Tanmay fashion, the rescue comes not with gyaan, but with good snacks. With a glimpse of viral food brand Noice’s freshly made range, from Mathura ke Pede to Lebanese Pita Pockets. The campaign also cements Noice’s positioning in India’s fast-growing snacking market as the go-to brand for true-to-taste flavours, clean ingredients, and no pretense.

Noice is a premium food brand dedicated to reviving homestyle, authentic recipes through small-batch craftsmanship and high-quality ingredients. Available on Instamart, the brand has partnered with local foodmakers across India to launch a diverse range of artisanal food and beverages. The brand currently offers a thoughtfully curated portfolio of more than 200 products across 13 categories.

Royan Mody, spokesperson for Noice, added, “Diwali is about laughter, indulgence, and those perfectly imperfect moments with friends. With creators like Tanmay, Aishwarya, Rohan, and Lekh known for their honesty and unfiltered humour. We wanted to capture real conversations, chaotic jokes, and a table full of small-batch snacks made with real ingredients. This shows that no matter how honest the party, snack, and sweets that are set to make them unforgettable.”

 Breaking away from the usual sentimental festive ads, “The Honest Party” shines a light on the humour in everyday moments, from awkward intros to surprise guests, woven together with Noice’s signature mix of wit, freshness, and boldness. As Noice strengthens its foothold in India’s in-demand premium high-quality beverage and bites market, this campaign underscores the brand’s promise: snacks that deliver bold flavour, clean ingredients, and unapologetic authenticity.

Unlike commercial brands designed to last months on end, Noice focuses on low-shelf-life sweets. Its packaging, featuring vibrant colors and modern Indian design elements, is intended to reflect a fresh, contemporary approach while maintaining a connection to tradition. This Diwali, the brand is bringing its festive range to the table with the Noice Festive Gift Box, featuring fresh Kaju Katli with no added preservatives, hand-rolled Besan Laddoos, crunchy Bikaneri Bhujia Sev made without palm oil, and melt-in-mouth Butter Biscuits crafted with real butter. For those seeking traditional sweets, the Noice Festive Mithai Boxfeatures soft Milk Pedas, melt-in-your-mouth Soan Papdi, rich Besan Laddoos, and indulgent Milk Cake — all freshly handmade, just the way mithai should be. Beyond the flavours, Noice has been going viral on social media for its scroll-stopping packaging — pastel tones, clean typography, and whimsical motifs make each festive gift box feel like a curated present, not just a purchase.