Mayur Hola

Very, very impressed—and pleasantly surprised—by Swiggy's NOICE range of products! The range defies conventional categorization. From bread to ice cream to namkeens to chocolates to fresh paneer to batter to chutney to I don't know what more! This seems different from Amazon's Vedaka because that one focuses on related categories. I did not buy the first NOICE product. Swiggy sent me a free 200g pack of NOICE paneer. When we used it, I found it to be noticeably unique in taste and texture, a bit removed from our Gowardhan Go paneer. It was then I noticed the prominent text on the uniquely designed pack (evoking Indian truck art!) - "made in small batches" and "handmade daily"! I don't know whether that is even possible but that somehow made sense with the noticeably better quality. Then, we started trying a few more NOICE products. In fact, we consciously look at Swiggy Instamart first before looking on Zepto, Blinkit or Big Basket because a bonus here was NOICE products! Even when we were ordering other things on Instamart, we end up adding one new, yet-untried NOICE product! Of the few products we have tried so far, except the whole wheat bread (was harder than our usual, BREA) and coconut chutney (we prefer iD's), every other product felt better in a noticeable way. The mallige idli batter and multi-millet dosa batter were better than iD's, masala coated peanuts and methi mathri were better than Haldiram's, and Shankarpali was outstanding. And that chocolate caramel bark is pure heaven!! If an offline company tried launching a new brand across multiple unrelated categories, it would take years. It involves, among other battles, distributor negotiations, shelf space battles, retailer persuasion, marketing burn, and slow consumer trust-building. Each category alone would demand its own investment cycle. But Swiggy, as on ecommerce player, is able to pull this off! NOICE doesn’t need to fight for visibility because it owns the storefront, the discovery engine, the recommendation layer, and the moment of purchase. The products don't start from zero awareness; it is borrowing trust, traffic, and intent from an existing platform habit. This is not very different from Tata's Star Bazaar brand like Fabsta, or JioMart's own brands like Good Life, Graze and Puric. But where Swiggy's NOICE feels different (even from Amazon's Vedaka) because there seems to be a unified sense of noticeable design across all of them. NOICE looks and feels like a separate company with its own identity that links every product. But the most interesting aspect of NOICE is the noticeable/perceivable difference in quality in almost everything we have tried so far! And because there is an extensive range, we now look at a NOICE equivalent in what we want instead of starting with a previously preferred brand! That's quite an achievement for a new brand! #brand #branding #marketing

Raksha Bandhan (August 19, this year) ads usually swing between two extreme zones - focus on the bond between brothers and sisters (explored either through sentimental narratives; even if they are funny, the predominant undercurrent would be sentimental) or focus on the being bro-zoned (usually a theme that evokes mirth). Swiggy picks the latter for a new ad (conceived in-house), and even through its incredibly simple narrative, makes it really funny. The anguished dialog at 0:09 (even with the minimal 20-second runtime) made me LOL 😂 So much emotion in that response! Of course, food is a universal comforter and Swiggy is perfectly placed to act in that zone! Great job - topical, funny, and sharp! I believe 'Kya scene hai' is a new series from Swiggy and this Raksha Bandhan ad is the first. Looking forward to what they are planning to cook (pun unintended; Swiggy doesn't cook, of course :) ) next. #advertising #marketing #rakshabandhan