Shilpa Shetty leads WickedGüd’s satirical take on food and health trends

Founded by entrepreneur Bhuman Dani in 2021, Shark Tank-featured WickedGüd is a better-for-you food brand aiming to “UnJunk India, One Kitchen at a Time.” It has launched the first film in a three-part digital campaign featuring Bollywood actor Shilpa Shetty. The campaign uses humour and satire to address conversations around food, health, and celebrity endorsements.

The campaign film opens with Shilpa Shetty blatantly rejecting a bowl of noodles over health concerns, only to be called out in a fictional news segment for the contradiction. As the public reacts, the storyline moves to a direct address where Shetty candidly explains her shift. She shares that WickedGüd’s products exclude maida, palm oil and harmful chemicals and use whole wheat instead. The film wraps with the punchline: “It’s so good – it’s WickedGüd.”

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 targets Gen Z and young millennials who are more conscious about their food choices. Instead of using traditional advertising, the campaign uses storytelling and irony to share its message. It highlights WickedGüd’s product philosophy and growth, offering health-focused products made with 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.”