National : If there is one thing unique to Indian roads, it is colourful trucks with quirky slogans and vibrant artwork. But what happens when this iconic truck art tradition meets a truckload of food? You get a whole lot of NO!CE!
Imagine spotting a truck on your way to work and finding it packed with 1,300 packs of your favourite snacks and beverages. That’s what Mumbaikars got to see as Instamart’s clean-label brand NO!CE (pronounced Noice) took its range and onto the city’s streets, turning a moving truck into a giant NO!CE carrier.
Known for its truck art-inspired packaging, NO!CE took that design language a step further by covering an entire truck, inch to inch, with its own products. Namkeen packets, chocolates and protein bars line the body, while soda cans dangle from the vehicle, turning the products into the artwork itself and paying homage to the vibrant colours, bold patterns and playful spirit of India’s truck art tradition.
Na kisi se dhoka, na kisi se fight. Bus chips, lassi aur choco bite
From chocolate fudge protein bars and blueberry smoothies to eggs, Mexican nachos, Rajasthan aloo bhujia, desi moong dal, jam-filled biscuits and ganache chocolate cookies, the truck brings together everything from everyday snacks to indulgent treats.
The unusual sight caught people’s attention online, too. One user summed it up: “NO!CE turned a truck into a moving snack shop.” Another described the activation as: “NO!CE just took its products to the streets. Turning a moving truck into a giant product showcase, the brand found a simple way to make its products hard to miss and get people talking along the way.” The truck also featured in posts shared on LinkedIn and Instagram, extending the activation beyond the streets of Mumbai. Another user said, “NO!CE knows how to make noise without making any noise. PS: That truck? Basically a moving case of NO!CE pollution.”
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