WickedGüd, the better-for-you food startup founded by Bhuman Dani in 2021, is flipping the script on what it means to eat well in India. Known for shaking things up on Shark Tank India, the brand just dropped the first chapter of a cheeky new digital campaign featuring actor and entrepreneur Shilpa Shetty — who also happens to be an investor in the company.
The campaign kicks off with a scene that feels ripped straight out of a social media controversy. Shilpa, famously health-conscious, is seen pushing away a bowl of noodles on camera. Moments later, she’s roasted in a mock news segment for turning down a food she’s now endorsing. Instead of dodging the shade, the film leans into it — letting Shilpa address the irony head-on.
She goes on to explain that WickedGüd’s noodles are nothing like the usual suspects. No maida, no palm oil, no shady chemicals — just real ingredients like whole wheat, oats, lentils, and chickpeas. The video wraps with a wink and a line that sticks: “It’s so good — it’s WickedGüd.”
At its core, WickedGüd is trying to rewire the way India thinks about comfort food — making indulgent dishes not just guilt-free, but genuinely good for you. And with this campaign, the brand isn’t just selling noodles. It’s taking a sharp, satirical look at how we treat food, health claims, and celebrity culture.
“Our goal has always been to make comfort food that doesn’t compromise on either taste or nutrition,” says Bhuman Dani. “And we wanted to spark a real conversation — not with the usual ad-speak, but through humour and honesty. Shilpa was the perfect partner for that.”
Targeted at Gen Z and millennials who are paying closer attention to what they eat, the campaign skips the traditional sales pitch. Instead, it leans on smart storytelling, irony, and a bit of drama to make its point.
Reflecting on her involvement, Shilpa Shetty shares, “I’ve always felt that healthy eating shouldn’t feel like a punishment. What drew me to WickedGüd is how they’ve managed to keep the joy in food while taking out the junk. This campaign really speaks to that balance — it’s a message I believe in, and I’m proud to be part of it.”
As WickedGüd continues to grow, this campaign sets the tone for where the brand is headed — a place where nutrition, fun, and bold honesty can all sit at the same table.
