Swiggy's food brand Noice has launched a new campaign titled 'Noice Aa Raha Hai. Noice Chaa Raha Hai.', using the phonetic similarity between its name and the word "noise" to create a humorous brand narrative. The campaign features two digital films that transform everyday complaints about unwanted "noise" into an unexpected introduction to Noice's expanding product portfolio.
One film follows a homeowner who calls a technician to investigate mysterious "noice" coming through a supposedly soundproof window.
As the inspection unfolds, packets of Noice products begin appearing inside the apartment, with the homeowner eagerly collecting them before the campaign signs off with the tagline, "Noice Aa Raha Hai. Noice Chaa Raha Hai."
Building a Distinctive Private Label
According to the brand, the campaign is designed to spotlight Noice's growing range of snacks, spreads, beverages and pantry staples by combining humour with memorable wordplay. Commenting on the launch, Mayur Hola, Head of Brand at Swiggy, said consumer response to Noice has been encouraging, with products ranging from nostalgic regional snacks to pantry essentials witnessing growing traction on Instamart.
Wordplay Drives Brand Recall
The campaign reflects the evolving role of private labels in quick commerce, where branding and storytelling are becoming as important as price and convenience.
As platforms build proprietary brands, differentiated creative communication is emerging as a key tool for driving discovery, recall and repeat purchases.
The Last Word
The next competitive edge in quick commerce will come from brand-building, not just faster deliveries. Private labels with memorable identities and culturally relevant storytelling will stand out in an increasingly crowded digital marketplace.