Food startup WickedGüd has launched a new digital campaign featuring actor and entrepreneur Shilpa Shetty. The campaign’s approach utilizes humor to address food, health, and celebrity endorsements.
Startup Strategy
The campaign video begins with Shilpa Shetty declining a bowl of noodles due to health concerns, followed by a fictional news report questioning her refusal. Shetty then explains her support for WickedGüd noodles, stating they are made with whole wheat and are free from maida, palm oil, and certain chemicals. The video concludes with the phrase: “It’s so good – it’s WickedGüd.”
Target Audience
The campaign appears to target Gen Z and young millennial consumers who express interest in healthy eating. It employs a narrative style, incorporating humor, rather than traditional marketing techniques. This strategy aims to appeal to individuals seeking healthier instant noodle options, including young mothers and health-conscious consumers.
Brand Vision
Bhuman Dani, founder and CEO of WickedGüd, has articulated the brand’s mission as making comfort food both palatable and healthier. He indicated that the partnership with Shilpa Shetty aligns with the brand’s focus on mindful eating and healthy lifestyles. Shetty, an investor and brand ambassador, has also stated her belief in the campaign’s message regarding healthy choices without sacrificing taste.
Market Context
The campaign coincides with significant growth in the Indian instant noodles market. Industry projections from Mordor Intelligence indicate the market is expected to increase from USD 1.88 billion in 2023 to approximately USD 3.83 billion by 2028, reflecting an estimated annual growth rate of 15.31%. WickedGüd products include noodles made from whole wheat, oats, lentils, and chickpeas.
Industry Impact
Through this campaign, WickedGüd aims to position its brand in the food sector. The company’s message suggests that tasty food can also align with health considerations, and its association with Shilpa Shetty may contribute to its brand recognition across India.
