Noice Chaa Raha Hai: Noice celebrates growing consumer love with quirky new campaign built around its biggest brand quirk

Link to the Film: https://www.instagram.com/reel/Dba2B7BMXwv/?igsh=MWV3cmFyd3QxMDFrOA==

• Noice launches new campaign, “Noice Aa Raha Hai. Noice Chaa Raha Hai.”

• Two humorous films turn everyday “noise” complaints into moments of Noice product discovery

• Campaign celebrates the growing popularity of the brand among Gen Z, millennials and families who are embracing authentic, true-to-taste food

National, 31 July 2026: What started as a playful clean-food brand has quickly become one consumers are actively talking about. Across cities and quick commerce users, Noice has found a growing fanbase among Gen Z, millennials and families looking for food that feels authentic, nostalgic and true to taste. In an ecosystem dominated by mass produced, long shelf life packaged foods, Noice has carved out a distinct space with products that feel familiar, comforting and genuinely enjoyable.

Celebrating this growing consumer love, Noice today unveiled its latest brand campaign, “Noice Aa Raha Hai. Noice Chaa Raha Hai.” 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 campaign launches with a film 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 film ends with the playful line that has now become the brand’s campaign thought: “Noice Aa Raha Hai. Noice Chaa Raha Hai.”

The humour lies in a simple cultural truth. Everyone has heard someone complain about “noise.” But for Noice, that everyday phrase becomes an opportunity to tell a memorable brand story and one that’s impossible to ignore.

This film reflects the growing popularity of the brand while leaning into one of its most distinctive assets – its name. The campaign uses humour and relatability to reinforce what consumers are already experiencing: from trendy snacks to nostalgic regional favourites, Noice has become a brand people genuinely enjoy and increasingly recommend to others.

Speaking on the launch, Mayur Hola, Head of 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.

The campaign will roll out across digital platforms and social media, bringing the playful world of Noice to audiences across the country through films designed to entertain as much as they build brand recall.