MUMBAI: When was the last time a noodle ad sparked a nationwide identity crisis? WickedGüd’s latest campaign doesn’t just stir the pot, it flips the lid clean off. The better-for-you food brand, founded by Bhuman Dani in 2021 and backed by Shark Tank fame, has teamed up with actor-investor Shilpa Shetty for a satire-laced series that takes a not-so-subtle dig at celebrity endorsements, questionable ingredients, and the very idea of guilt-ridden comfort food.
Titled Unjunk India, One Kitchen at a Time, the digital campaign’s opening act sees Shetty dramatically refusing a bowl of instant noodles on health grounds, only to be dragged into a fictional media frenzy. What follows is a tongue-in-cheek explainer from the star herself, clarifying her ‘about-turn’ because, well, this brand ditches the maida and palm oil for whole wheat, oats, lentils, and chickpeas. The punchline? “It’s so good, it’s WickedGüd.”
The message may be playful, but the strategy is sharp. With India’s instant noodles market projected to nearly double from 1.88 billion dollars in 2023 to 3.83 billion dollars by 2028, according to Mordor Intelligence, WickedGüd is clearly eyeing a big bite of the Rs 15,600 crore pie but with a side of health. The brand is placing its bets on Gen Z, mindful millennials, and especially young mothers seeking easy, yet nutritious, choices for their families.
“Reinventing comfort food without the guilt has always been our mission,” said WickedGüd founder and CEO Dani. “This campaign reflects that philosophy. It’s about taste and health coexisting, not competing.” The brand’s product line boasts zero maida, no palm oil, and no added chemicals, promising an indulgent experience that doesn’t compromise on well-being.
Shetty, who is both a brand ambassador and investor, doubles down on that thought. “I’ve always believed mindful eating and enjoyment can go hand in hand,” she says. “WickedGüd gets it and I’m proud to be the face of a brand that actually walks the talk.”
The three-part series doesn’t rely on sappy montages or kitchen table nostalgia. Instead, it plays to a sharp, modern audience using irony, storytelling, and self-awareness as ingredients for a campaign that cuts through the ad clutter like a hot knife through cold ramen. With over-the-top news anchors, exaggerated reactions, and a healthy dash of meta-humour, it’s as much a commentary on adland as it is a pitch for healthier eating.
And in a world where celebrity food endorsements are often called out for hypocrisy, WickedGüd isn’t running from the debate, it’s throwing it into the spotlight and seasoning it with satire. That’s not just bold. That’s branding with bite.