Satirical campaign redefines celebrity endorsements in the better-for-you food segment
Mumbai, July 22, 2025: WickedGüd, the Shark Tank India-featured better-for-you food brand founded by Bhuman Dani, has unveiled its latest digital campaign starring actor, entrepreneur, and brand ambassador Shilpa Shetty. The three-part series blends humor with brand honesty, addressing the growing debate around food, health, and celebrity endorsements while reshaping how instant noodles are perceived in India.
The campaign film opens with Shetty rejecting a bowl of noodles over health concerns, only to face a satirical “news” backlash highlighting the contradiction. Breaking the fourth wall, Shetty candidly explains why she endorses WickedGüd — a product free from maida, palm oil, and harmful chemicals, made with whole wheat and nutrient-rich ingredients. It ends with the punchline: “It’s so good – it’s WickedGüd.”
Bhuman Dani, Founder and CEO of WickedGüd, said, “Our mission has always been to reinvent comfort food that’s both indulgent and health-forward. This campaign is about sparking a conversation, showing that taste and health can coexist seamlessly.”
Targeting Gen Z and millennial consumers, the campaign adopts satire and storytelling over traditional advertising. WickedGüd positions itself as the health-conscious choice in a rapidly growing instant noodle market, which Mordor Intelligence projects will nearly double from USD 1.88 billion in 2023 to USD 3.83 billion by 2028.
Shilpa Shetty, who is also an investor in WickedGüd, added, “Mindful eating and enjoyment can go hand in hand. WickedGüd’s approach to reimagining comfort food resonates deeply with me. This campaign reinforces that healthy choices don’t have to compromise on taste.”
WickedGüd’s product range, made with whole wheat, oats, lentils, and chickpeas, continues to cater to health-conscious consumers, especially families and mothers seeking guilt-free alternatives.
About WickedGüd
Founded in 2021 by Bhuman Dani, WickedGüd is on a mission to “UnJunk India, One Kitchen at a Time.” The brand offers health-forward comfort foods made without maida, palm oil, or harmful additives, ensuring taste without guilt.