The digital film series speaks to Gen Z and young millennials through humour and irony.
WickedGüd, the Shark Tank-featured better-for-you food brand founded by Bhuman Dani in 2021, has launched the first instalment of a new digital campaign led by Bollywood actor and brand investor Shilpa Shetty. The campaign takes a humorous and satirical approach to current food trends, health-conscious behaviour, and celebrity endorsements.
The film opens with Shetty dismissing a bowl of noodles over health concerns, only to be humorously called out in a fictional news report for inconsistency. The narrative then shifts to Shetty directly addressing the audience, clarifying her change in stance. She highlights that WickedGüd’s offerings are made without maida, palm oil, or harmful additives – instead using ingredients like whole wheat. The spot closes with a catchy tagline: “It’s so good – it’s WickedGüd.”
Bhuman Dani, founder and CEO of WickedGüd, shared the vision behind the campaign:
“At WickedGüd, our mission is to reinvent comfort food – making it both tasty and better for you. This campaign helps build that story, where indulgence meets health, and no compromise is needed.”
He added, “Consumers today want food that checks both boxes: flavour and wellness. With Shilpa Shetty on board, we’re bringing that idea to life in a fun and relatable way.”
The campaign specifically targets Gen Z and young millennials – audiences increasingly mindful of what they eat. Rather than relying on conventional advertising, the brand uses storytelling and satire to communicate its philosophy. WickedGüd champions clean-label, nutritious products made with whole wheat, oats, lentils, and chickpeas.
Shilpa Shetty, who also serves as WickedGüd’s brand ambassador and investor, said:
“I’ve always believed mindful eating can go hand in hand with enjoying what’s on your plate. WickedGüd’s mission to reimagine comfort food truly struck a chord with me, and I’m proud to support a brand making healthier choices more accessible.”
She continued, “This film puts out an important message – that you don’t have to sacrifice taste to eat well. It’s something I personally live by, and I’m thrilled to help spread that message.”
