Founded in 2021 by serial entrepreneur Bhuman Dani, WickedGüd has been on a mission to “UnJunk India, One Kitchen at a Time.” Known for its clean-label, better-for-you food offerings and a memorable appearance on Shark Tank India, the brand is now raising the bar in the instant noodle segment with a bold new campaign.
Unveiled as the first part of an upcoming three-part digital series, the campaign stars actor, entrepreneur, and long-time wellness advocate Shilpa Shetty—who also serves as the brand’s ambassador and investor. With a clever satirical twist, the campaign playfully challenges the blurred lines between celebrity endorsements, public perception, and what truly defines healthy food.
The film opens with Shetty dramatically refusing a bowl of noodles, citing health concerns. The scene quickly escalates into a mock news segment that questions her stance, pointing out a seeming contradiction. What follows is an unexpected turn—Shetty breaks the fourth wall to speak directly to the audience, offering clarity. She reveals that WickedGüd noodles are entirely free from maida, palm oil, and harmful additives, made instead with wholesome ingredients like whole wheat and lentils.
Closing with the punchline “It’s so good – it’s WickedGüd,” the campaign strikes the perfect balance between humor and honesty, aligning brand messaging with consumer values in a way that’s fresh, relevant, and refreshingly self-aware.
Bhuman Dani, Founder and CEO of WickedGüd shared insights on the campaign: “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 series is specifically aimed at Gen Z and young millennial consumers who are increasingly mindful of their food choices. Rather than adopting a conventional advertising approach, the campaign effectively utilizes storytelling and irony to convey their compelling message.
This strategic campaign not only points WickedGüd’s innovative product philosophy but also underlines the brand’s significant growth trajectory change, offering products that are 100% health-forward, crafted with ingredients like whole wheat, oats, lentils and chickpeas.
Shilpa Shetty, Investor and Brand Ambassador for WickedGüd says, “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.”
The Indian instant noodles market is experiencing rapid expansion. As per estimates by market research firm Mordor Intelligence, the Indian instant noodles market is projected to expand at a CAGR of 15.31%, rising from USD 1.88 billion in 2023 to approximately USD 3.83 billion by 2028. WickedGüd is strategically leveraging this growth by offering healthier alternatives that resonate with increasingly health-conscious individuals, particularly concerned mothers
