Swiggy’s snack brand Noice is leaning hard into its name with a new campaign that finds comedy in the most ordinary of complaints. Called “Noice Aa Raha Hai. Noice Chaa Raha Hai,” the work plays on the near-identical sound of “Noice” and “noise,” flipping everyday irritation into an invitation to discover the brand’s snacks, spreads, beverages and pantry staples.
The campaign arrives through two short digital films that start in the middle of familiar frustration. In one, a man grows increasingly annoyed by a constant “noice” seeping through his supposedly soundproof window. He calls a repair technician, only for packets of Noice products to start sliding and flying into the apartment as the inspection begins. While the homeowner happily gathers the packets, the punchline lands with the line that has become the campaign’s signature: “Noice Aa Raha Hai. Noice Chaa Raha Hai.”
Rather than treating the brand name as a simple logo, the films turn it into the punchline of a relatable situation. The humour is light, the timing is sharp, and the message is clear: what people keep hearing is not a disturbance, but Noice itself making its presence felt.
Mayur Hola, Head of Brand at Swiggy, captured the spirit behind the launch:
“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 films are being shared across digital platforms and social media, including the brand’s own Instagram channel, where one post sums up the film’s energy with the caption “Toota window nikla noice.”
In a category crowded with functional claims about taste and variety, Noice has chosen a different route. By turning a common word into a running gag and linking it directly to product discovery, the campaign aims to stick in people’s minds long after the film ends. The result is communication that feels less like advertising and more like a shared joke — one that happens to end with snacks arriving at the door.