NOISE APPOINTS PRERNA KAPUR AS ASSOCIATE DIRECTOR–MARKETING TO LEAD PARTNERSHIPS AND COMMUNITY

Connected lifestyle brand Noise has named Prerna Kapur associate director–marketing. With experience across Zomato, Taj Hotels, and HPE, she will lead brand partnerships, public relations, and community initiatives, focusing on strengthening Noise’s external narrative, creator collaborations, and audience engagement across platforms.  

Noise, one of India’s fastest-growing connected lifestyle brands, has strengthened its leadership team with the appointment of Prerna Kapur as associate director – marketing, signalling a sharper focus on brand storytelling, partnerships, and community-building as it scales its presence in the competitive smart wearables and audio market. The move reflects the company’s intent to deepen its cultural relevance and sharpen its external narrative at a time when connected devices are becoming an increasingly personal part of everyday life.

In her new role, Kapur will be responsible for leading brand partnerships, public relations, and community initiatives for Noise. These functions sit at the heart of how modern consumer technology brands build trust and affinity, especially in a category where product differentiation is increasingly driven by experience, identity, and emotional connection rather than hardware specifications alone. By consolidating these areas under a single leadership role, Noise appears to be aligning its marketing strategy with a more integrated, relationship-driven approach.

Kapur brings with her a diverse background in brand building and strategic communications, shaped by experience across services-led and consumer-facing businesses. Over the years, she has worked with some of India’s most recognisable brands, including Zomato, Taj Hotels, and Hewlett-Packard Enterprise (HPE). At each of these organisations, she played a role in strengthening brand narratives and expanding market presence, often in fast-evolving or highly competitive environments. This breadth of experience positions her well to navigate the dynamic intersection of technology, lifestyle, and culture that defines Noise’s brand universe.

Her stint at Zomato exposed her to the challenges and opportunities of building a consumer brand in the digital-first economy, where immediacy, relevance, and community engagement are critical. At Taj Hotels, she would have engaged with the nuances of legacy brand stewardship, where storytelling, service ethos, and emotional resonance define long-term value. Meanwhile, her experience at HPE offered exposure to global technology branding, enterprise communication, and strategic messaging at scale. Together, these roles have contributed to a perspective that blends agility with depth—an asset for a brand like Noise that straddles technology and lifestyle.

At Noise, Kapur’s mandate will centre on strengthening the brand’s external narrative. As the smart wearables and audio segments continue to grow, brands are increasingly required to articulate not just what their products do, but what they stand for. Noise has positioned itself as a connected lifestyle brand, catering to a young, aspirational audience that values both functionality and design. Kapur’s role will involve ensuring that this positioning is consistently and compellingly communicated across media, partnerships, and public-facing platforms.

Building meaningful collaborations with brands and creators will be another key focus area. In today’s creator-driven economy, partnerships have become a powerful way for brands to embed themselves within cultural conversations. By working closely with creators and like-minded brands, Noise aims to amplify its reach while maintaining authenticity. Kapur’s background in forging strategic alliances is expected to help the company identify partnerships that align with its values and resonate with its target audience, rather than pursuing scale for its own sake.

Equally important is her responsibility for nurturing a strong community across platforms. For connected lifestyle brands, community is no longer a passive audience but an active ecosystem of users, advocates, and collaborators. Noise’s growing user base represents not just customers, but participants in a shared lifestyle narrative centred on fitness, music, productivity, and self-expression. Kapur’s role will involve listening to this community, amplifying its voices, and creating spaces for engagement that extend beyond transactional relationships.

Her appointment also underscores Noise’s emphasis on collaboration between internal teams and external ecosystem partners. Effective brand-building in the current environment requires close alignment between marketing, product, design, and customer experience teams. By working across functions, Kapur will help ensure that Noise’s outward messaging is rooted in real product strengths and user insights, rather than surface-level campaigns. This integrated approach is particularly important as the brand continues to expand its portfolio and explore new categories within the connected lifestyle space.

From a broader industry perspective, Kapur’s appointment reflects a trend of Indian consumer technology brands investing in senior marketing leadership to support their next phase of growth. As competition intensifies and consumers become more discerning, the ability to tell a coherent, credible brand story has emerged as a key differentiator. Noise’s decision to bring in a leader with cross-sector experience suggests a recognition that brand equity must be built deliberately and sustained over time.

Commenting on her appointment, Kapur described joining Noise as an exciting new chapter in her professional journey. Stepping into the world of smart wearables and audio, she expressed enthusiasm for learning, building, and creating thoughtful partnerships that strengthen both the brand and its community. Her statement reflects an awareness of the rapid pace of innovation in the category, as well as the opportunity to shape how consumers engage with technology in their daily lives.

For Noise, the appointment comes at a moment when the brand is well-positioned to capitalise on India’s growing appetite for connected devices. With increasing adoption of smartwatches, wireless audio, and health-focused technology, the category is evolving from novelty to necessity. In this context, marketing leadership that can balance aspiration with accessibility, and innovation with relatability, becomes critical.

As Prerna Kapur takes on her new role, expectations will centre on how effectively she can translate Noise’s ambitions into a cohesive external presence. Her success will likely be measured not just in visibility or reach, but in the depth of relationships the brand builds with its audience and partners. If her past experience is any indication, Kapur’s approach will prioritise narrative clarity, purposeful collaboration, and community-led growth.

Ultimately, the appointment signals Noise’s commitment to strengthening its brand foundations as it scales. In a market crowded with features and fast-followers, the ability to create meaning and connection can set a brand apart. By bringing Prerna Kapur on board to lead partnerships, public relations, and community, Noise appears to be investing in that very capability—one that recognises that technology, at its best, becomes powerful when it feels personal, inclusive, and connected.