Mumbai: WickedGüd, the better-for-you food brand founded by serial entrepreneur Bhuman Dani in 2021 and featured on Shark Tank India, has unveiled the first film in its new three-part digital campaign starring actor, entrepreneur, investor, and brand ambassador Shilpa Shetty. With a fresh satirical tone, the campaign aims to disrupt conventional food advertising while spotlighting the brand’s commitment to “UnJunk India, One Kitchen at a Time.”
The narrative opens with Shetty dramatically rejecting a bowl of noodles due to health concerns—only to find herself called out in a fictional news segment for her contradictory stance. As the story unfolds, Shetty breaks the fourth wall to clarify her evolved perspective: WickedGüd’s instant noodles are free from maida, palm oil, and harmful chemicals and are instead made using whole wheat. The campaign film signs off with the brand’s cheeky tagline: “It’s so good – it’s WickedGüd.”
Bhuman Dani, Founder and CEO, 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.”
He added, “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, which sharply targets Gen Z and young millennials, cleverly taps into modern consumer skepticism and the complexity of celebrity endorsements. By using storytelling and irony, the brand positions itself as both self-aware and refreshingly honest — an approach designed to resonate with digitally savvy audiences.
Shilpa Shetty, Investor and Brand Ambassador, shared, “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.”
She added, “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.”
With products crafted using whole wheat, oats, lentils, and chickpeas, WickedGüd is strategically poised to leverage the explosive growth in India’s instant noodle market — projected to expand at a CAGR of 15.31%, from USD 1.88 billion in 2023 to approximately USD 3.83 billion by 2028 (as per Mordor Intelligence).
As the campaign rolls out over the coming weeks, WickedGüd reinforces its positioning as a category innovator, creating guilt-free comfort food with mass appeal — and a message that’s both honest and entertaining.
