WickedGüd, a better food brand, has debuted a humorous and satirical campaign starring actor, entrepreneur, and investor Shilpa Shetty in the most recent D2C news India. The campaign combines sincerity with humor. Started in 2021 by Bhuman Dani, celebrity backed D2C company WickedGüd aims to “UnJunk India, One Kitchen at a Time,” therefore establishing its own in the fast expanding Indian D2C scene.
A NewAge Campaign with a Satirical Twist
A three-part digital series targeting health-conscious millennials and Gen Z consumers, the campaign In the opening movie, Shilpa Shetty initially refuses a bowl of noodles over health issues only to be hilariously challenged in a fictitious news report. As Shetty speaks straight to the audience, describing her switch to WickedGüd’s healthier instant noodles free of maida, palm oil, and damaging additives, the story takes a daring turn. The film closes with the joke, “It’s so good, it’s WickedGüd.”
Using humor and honesty, WickedGüd is positioning itself as a rapid developing D2C food and beverage brand that questions the conventions of conventional Indian instant noodle advertising.
Reimagining Comfort Food Via the D2C Model
WickedGüd is among the newest D2C companies; it employs a direct-to-consumer India strategy that stresses nutritious, guiltfree pleasure. The brand is developing its identity on the promise of luxury without compromise with products created from whole wheat, oats, lentils, and chickpeas.
“Our goal is to redesign comfort cuisine to be both delicious and healthful. Bhuman Dani, Founder and CEO of WickedGüd, commented, “This campaign is a step forward in telling that narrative—where indulgence meets innovation.”
Together with influencer-driven campaigns, this unusual strategy is propelling the company’s D2C sales rise, hence making it a significant player to watch in the D2C business news.
Celebrity-Backed D2C Startups’ Power
Both an investor and brand ambassador for WickedGüd, Shilpa Shetty has been quite helpful in increasing the brand’s consumer attractiveness. “Mindful eating and enjoyment can coexist. The philosophy of WickedGüd of reimagining comfort food deeply resonates with me,” Shetty stated, emphasizing the agreement of ideals between the brand and its ambassador.
Celebrity-backed D2C businesses have been on the rise in D2C market trends 2025, and WickedGüd is taking advantage of this by combining authenticity with entertainment.
Riding the wave of a fast growing immediate noodle market
With a CAGR of 15.31%, the Indian instant noodle market is expected to increase from USD 1.88 billion in 2023 to USD 3.83 billion in 2028, according to Mordor Intelligence. WickedGüd’s D2C gotomarket strategy targets this expansion by providing healthier options meant for D2C consumers India, particularly healthconscious mothers and younger customers.
With D2C brand building stories WickedGüd is laying out a blueprint for the fastest expanding D2C companies in the D2C food and beverage industry. Through its precise positioning and D2C product launches, the company is creating a scalable, purpose-driven company changing comfort food in India.
In Conclusion
Beyond just advertising, WickedGüd’s most recent initiative with Shilpa Shetty is about changing consumer expectations in the D2C market India. One of the top performing D2C brands FY25, WickedGüd is mixing honesty, health, and comedy to establish new standards in the direct-to-consumer Indian food industry.