Paying homage to India’s 77th Independence Day, Noise joins hands with Indian artisans to transform watch faces into canvases reflecting our cultural diversity
As India approaches its 77th Independence Day, Noise, India’s largest smartwatch brand, stands proudly to celebrate the nation’s profound diversity with the launch of its campaign, ‘Noise of India’. Reaffirming its commitment as a true blue made-in-India brand, Noise in its new campaign, commemorates the synergy of technology and culture, brought to life in partnership with India’s renowned folk artisans at MeMeraki and Indian art curator Jyotirmoy Bhattacharya to create watch faces which reflect India’s rich heritage. Noise special edition watch faces have been co-created to bring unique art forms from across the region to life, empowering users to flaunt their cultural legacy on their wrists. The campaign encourages everyone to come together and witness the Noise smartwatch unfold into canvas and nation into an art gallery. These watch faces can be downloaded from the NoiseFit app, starting today.
Gaurav Khatri, Co-Founder, Noise said, “As a brand deeply rooted in our homeland, we embrace India’s rich tapestry of cultures, and our dedication extends to constantly spearheading India’s innovation narrative on the global stage. Our newest campaign reflects this very belief, embracing technology in a distinctive and culturally meaningful way. By seamlessly blending our profound heritage into users’ lifestyles, the initiative aspires to foster an experience that raises awareness and symbolizes our unwavering commitment to bridging tradition and innovation.”
At the heart of this celebration lies a collection of 1000+ meticulously designed smartwatch faces from across states that encapsulate the essence of India. This initiative showcases and elevates India’s culture, seamlessly blending it with consumers’ lifestyles. These smartwatch faces are the brand’s tributes to the myriad cultures that coexist harmoniously within the country. Designed in India, Designed for India, and Designed with India – the campaign epitomizes Noise’s unwavering commitment to captivating the very soul of the nation. Each smartwatch face is a testament to the abundance of culture and art in India, crafted carefully to resonate the essence of the country in an innovative form.
Yosha Gupta, Founder of MeMeraki.com said, “As a ‘culture-tech’ platform, our mission has been to leverage technology to create a strong digital voice and presence for our master artists, and this collaboration with Noise does just that. There is something so beautifully poignant about seeing such ‘timeless art’ every time you look at your wrist to catch the time! Very excited about this collaboration and cannot wait for millions more Indians to rediscover India’s heritage through ‘Noise of India’. “
Jyotirmoy Bhattacharya, Art Curator commented on the campaign, “India, a land of diverse landscapes, brims with natural beauty. Amidst this rich tapestry, Indian society has thrived since ancient times. Within this diversity, unique cultures flourish, and people from varied backgrounds shine. Through art and craft, Indians express their creativity and individuality. This colorful diversity positions India as a global cultural hub, attracting the world and inviting them to explore its creative wonders. In the digital age, we’ve curated and showcased these art forms globally and this modern initiative with Noise further amplifies Indian folk art’s refinement and ensures its boundless diversity flourishes.”
Noise’s commitment to the nation echoes a deeper message of unity in diversity. Amidst the national celebration, the Noise of India campaign acts as a beacon, fostering inclusivity through the amalgamation of technology to give consumers a glimpse into the history and cultural abundance.
