WickedGüd has rolled out a campaign featuring actor Shilpa Shetty.

The film opens with 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 are free from maida, palm oil, and harmful chemicals and use whole wheat instead.

What we think about it: Rather than relying on defensive health claims, the ad uses irony to convey the message in a compelling way. The ad doesn’t try to overdramatise Shetty’s transformation, but it leans into a tone of candid accountability.

Bhuman Dani, founder and CEO, WickedGüd, “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 film released on 21 July.