WickedGüd, a food brand founded by Bhuman Dani and featured on Shark Tank India, has launched a new campaign as part of its upcoming three-part digital series.
The campaign stars actor, entrepreneur, and brand ambassador Shilpa Shetty, and uses satire to explore the conversation around food, health, and celebrity endorsements in India’s growing instant noodle market.
The first campaign film opens with Shetty rejecting a bowl of noodles due to health concerns. A fictional news segment then calls out the contradiction, leading to a direct address from Shetty, who explains her change of heart.
She shares that WickedGüd’s noodles are made without maida, palm oil, or harmful chemicals, and instead use whole wheat. The film closes with the brand tagline: “It’s so good – it’s WickedGüd.”
“At WickedGüd, our mission has always been to reinvent comfort food in a way that’s both delicious and better for you,” said Bhuman Dani, Founder and CEO of WickedGüd.
“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 series is specifically aimed at Gen Z and young millennial consumers who are increasingly mindful of their food choices.
“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,” added Shilpa Shetty.
“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.”
