What was the inspiration behind the ‘Made of Noise’ campaign

and how does it reflect the brand's evolution over the past decade?

by Aarti Pahwa
Published: Sep 30, 2024 4:47 PM | 2 min read

Q] What was the inspiration behind the ‘Made of Noise’ campaign, and how does it reflect the brand's evolution over the past decade?
When we launched Noise, our goal was to communicate the brand's essence by emphasising the "noise within"—a message aimed at Gen Z, who are more focused on their perception than rather than external advice. This narrative helped us connect emotionally with our audience. As we turned 10, our consumers evolved with us, allowing us to elevate our message. We now highlight that while listening to the noise within is important, embracing external feedback—both positive and negative—also contributes to personal growth and who you become..

Q] What was the reason behind roping in Virat Kohli & Taapsee Pannu for the campaign? How do they represent the values and aspirations of Noise as a brand?
Both Virat and Taapsee are long-standing partners who embody our core values. We're in the second year with Virat and the third with Taapsee; these aren't short-term collaborations. Taapsee, despite facing immense trolling, silences critics with every success and has been awarded Best Actress for three consecutive years, showcasing her resilience. Similarly, Virat silenced his harshest critics with his performances. Our campaign reflects their journeys, highlighting that life has highs and lows, but it's about lifting yourself from those lows and emerging stronger. Noise is your partner in this pursuit of excellence, supporting you on days when you struggle, feel stressed, or can't sleep well. The campaign emphasizes focusing on yourself, channelling the positives, and reaching your individual goals.