WickedGüd, a food brand founded in 2021 by Bhuman Dani and previously featured on Shark Tank India, has launched a new digital campaign series featuring actor, entrepreneur, investor and brand ambassador Shilpa Shetty. The three-part campaign aims to address consumer concerns around food, health, and celebrity endorsements through satire.
The first campaign film opens with Shetty refusing a bowl of noodles due to health concerns. This moment is followed by a fictional news segment that highlights the contradiction in her actions. The narrative then shifts to Shetty addressing the audience directly, explaining her decision to endorse WickedGüd. She notes that the brand’s products contain no maida, palm oil or harmful chemicals, and are made using whole wheat. The film ends with the tagline: “It’s so good – it’s WickedGüd.”
Bhuman Dani, Founder and CEO of WickedGüd, said: “At WickedGüd, our mission has always been to reinvent comfort food in a way that’s both delicious and better for you. This campaign marks a significant step in building that narrative — where indulgence meets innovation, without the guilt.”
“We believe consumers shouldn’t have to choose between taste and health. Through this film, we wanted to start a conversation — and who better to partner with than Shilpa Shetty, whose values align so strongly with our own.”
The campaign targets Gen Z and young millennial consumers who are more conscious of their dietary habits. It uses storytelling and irony to communicate its message rather than traditional advertising techniques.
The series also reflects WickedGüd’s product approach, offering food items made with whole wheat, oats, lentils and chickpeas.
Shilpa Shetty, Investor and Brand Ambassador for WickedGüd, said: “I’ve always believed that mindful eating and enjoyment can go hand in hand. WickedGüd’s approach to reimagining comfort food resonated deeply with me, and I’m glad to be associated with a brand that’s making healthy choices more accessible.”
“This campaign film brings an important message to the forefront — that mindful choices don't have to come at the cost of taste and flavour. It’s a message I personally relate to and am proud to support,” she added.
According to market research firm Mordor Intelligence, the Indian instant noodles market is projected to grow at a compound annual growth rate (CAGR) of 15.31%, from USD 1.88 billion in 2023 to around USD 3.83 billion by 2028. WickedGüd is positioning itself within this market by offering alternatives aimed at health-conscious consumers, particularly mothers.
