Noise — the Indian connected lifestyle technology brand founded in Gurugram in 2014 by brothers Amit Khatri and Gaurav Khatri, initially as a smartphone accessories retailer before pivoting to smartwatches and wireless earbuds in 2018 — has built one of India’s most remarkable consumer electronics success stories in the past decade. From zero presence in the smartwatch market, Noise grew to become the third-largest smartwatch brand globally and the first Indian brand to top global smartwatch charts after global players — an achievement that reflects both the extraordinary quality of its product engineering and the effectiveness of its brand ambassador programme. In 2022 and 2023, Noise made consecutive ambassador appointments that collectively created one of India’s consumer electronics industry’s most powerful celebrity endorsement rosters: Virat Kohli, Neeraj Chopra, and Taapsee Pannu — three personalities whose combined cultural authority spanning cricket, athletics, and cinema covers virtually every aspirational demographic that Noise’s smartwatch and wearables products serve.
Noise Brand Ambassador Portfolio — Complete Overview
| Ambassador | Domain | Period / Announced | Product / Campaign |
| Virat Kohli | Cricket — India Legend | December 2022 — present | Primary smartwatch ambassador — SunoDilKaShor — Noisemakers |
| Neeraj Chopra | Athletics — Olympic and World Champion | September 2023 — present | Smartwatch ambassador — relentless pursuit of excellence |
| Taapsee Pannu | Bollywood — Actress | Earlier association — ongoing | Wearables face alongside Kohli and Chopra |
| Vaani Kapoor | Bollywood — Actress | August 2022 | Noise X-Fit 2 smartwatch |
| Various digital creators | Content creation | Ongoing | Noise earbuds and accessories |
Virat Kohli — Noise’s Primary Brand Ambassador
Noise, India’s leading connected lifestyle tech brand, appointed Virat Kohli as its brand ambassador for smartwatches in December 2022 — the partnership bringing together the two established leaders of their respective domains who exemplify what it means to listen to the noise within.
Gaurav Khatri, co-founder of Noise, expressed the selection rationale with conviction — noting that Noise’s leadership in the smartwatch domain perfectly mirrors the journey Kohli has undertaken to become a fan favourite the world over, and that with their continuous zeal to listen to the noise within, coupled with the need to deliver a power-packed performance, the association would further bolster the brand’s connect with the young audience.
Kohli’s own statement captured genuine brand resonance — expressing that he always believes in working with brands he resonates with, that he is excited to join the passionate team of Noisemakers as Noise is constantly creating new statements and has truly ushered in the era of smart wearables, putting India on the global map, and that the partnership symbolises a shared belief of listening to the noise within.
The specific metaphor of listening to the noise within — Noise’s brand philosophy, applied to both the company’s mission of developing wearable technology that monitors health and fitness data, and to Kohli’s personal philosophy of trusting his instincts and internal discipline over external noise — creates genuine conceptual alignment rather than the surface-level celebrity association that many technology endorsements represent. Kohli’s public identity is built on exactly this principle: tuning out criticism, focusing on performance, and trusting the internal signal of continuous improvement over external distraction.
The #SunoDilKaShor campaign — featuring Kohli and positioning Noise smartwatches as invaluable lifestyle accessories that support personal progress — showed Kohli relying on his Noise smartwatch for punctuality, health decisions, and workout optimisation, communicating the product’s practical value through authentic alignment with his known daily discipline.
Neeraj Chopra — Excellence and National Pride
Noise onboarded Neeraj Chopra, Olympic gold medallist and reigning Javelin world champion, as a brand ambassador for smartwatches in September 2023, with Chopra joining Virat Kohli and Taapsee Pannu as a face of Noise’s celebrated wearables.
According to Noise’s statement, Neeraj’s journey from a promising athlete to an Olympic champion bringing glory to India on the world stage is one of consistent effort and evolution, and resonates deeply with Noise’s brand ethos. He encapsulates the values that Noise holds at its core — a relentless pursuit of excellence, a dedication to self-improvement, and an unwavering drive to deepen India’s mark globally.
Gaurav Khatri’s articulation of the selection captures the narrative precision — noting that Noise’s prominent position in the realm of smartwatches resonates harmoniously with the path Neeraj has embarked upon to stand as a source of national pride. Both Noise and Neeraj Chopra are Indian success stories that conquered global competition through technical excellence and relentless innovation — making their ambassador relationship feel like a meeting of equals rather than a commercial transaction.
Neeraj himself expressed that during his conversations to understand Noise, he got the impression that they are determined to push boundaries in their field and want to inspire the youth through what they do — something he could closely relate to — making it a good association.
Noise’s Brand Philosophy — Listen to the Noise Within
Noise’s ambassador selection pattern across Virat Kohli, Neeraj Chopra, and Taapsee Pannu reveals a coherent underlying philosophy — each ambassador was chosen because their personal journey embodies the brand tagline of listening to the noise within. Kohli’s career of trusting internal discipline over external doubt; Chopra’s journey from a promising village athlete to Olympic champion through focused, inward-directed effort; Taapsee Pannu’s deliberate choice of challenging, non-mainstream film roles driven by creative conviction rather than commercial pressure — each represents a different dimension of what listening to your inner signal of aspiration means.
| Noise Ambassador | Listen to the Noise Within — Personal Story | Product Association |
| Virat Kohli | Internal discipline over external noise — batting excellence | Smartwatch — health and fitness tracking |
| Neeraj Chopra | Village athlete to Olympic champion — relentless self-improvement | Smartwatch — performance monitoring |
| Taapsee Pannu | Non-mainstream film choices driven by creative conviction | Wearables — active lifestyle and technology |
| Vaani Kapoor | Fitness-forward lifestyle alignment | Noise X-Fit 2 — fitness tracking smartwatch |
Noise has maintained its dominance as the strongest Indian brand in the smartwatch category, reiterating its leadership for nine quarters. Its ambassador strategy — building a community of high-achieving, inward-focused, excellence-driven Indian personalities around the brand — creates precisely the cultural identity that a homegrown technology brand competing against global players at premium Indian smartwatch price points requires: the confidence that Indian quality, Indian innovation, and Indian achievement are sufficient to aspire to without importing foreign brand credibility.
The Noisemakers identity — the term Noise uses for both its ambassadors and its fan community — creates the most democratically inspired ambassador programme in India’s consumer electronics sector: one where Olympic champions, cricket legends, and Bollywood actresses share the same brand community title as the millions of Indian consumers who have chosen to listen to the noise within and built their lives accordingly.