How Veeba’s WokTok Noodles won Gen Z with Diljit Dosanjh’s unscripted endorsement

Delhi recently witnessed two nights of Diljit Dosanjh's Dil-Luminati Tour, where the singer left no stone unturned to captivate his fans, primarily Gen Z. Big brands like Jeevansathi, Mokobara, Ola, Durex, Coca-Cola, and Levi’s eagerly partnered with the concert, strategically aligning themselves with Diljit’s ever-growing fanbase to create lasting brand impressions. But amidst the stellar line-up of sponsors, a surprising scene stole the show behind the scenes—a BTS shot of Diljit casually enjoying a cup of Veeba’s new WokTok noodles just before hitting the stage.

What made this moment truly remarkable was its genuine, unscripted quality—a raw, unfiltered connection that resonated deeply with fans. In this behind-the-scenes snippet, the Punjabi superstar casually strolls into the changing room and, feeling a bit hungry, looks for something to eat. He humorously declines a banana and reaches instead for a pack of instant WokTok noodles. With a smile, he says, “Bokh lagi hai, kuch khane ke liye chahiye… show mein jaane se pehle vegetable khana chahiye!”

He goes on to mention his long-time love for Veeba sauces, saying, “Meh toh Veeba sauce ka pehle se hi fan tha, but now we have noodles with it.” With an easy-going charm, he even demonstrates how to cook the noodles in just four minutes, adding, “Okay, cheers!” The whole interaction feels refreshingly and unscripted, offering fans a candid glimpse into his everyday life while preparing for the show.

The clip was shared widely across social media, taking fans back to Diljit’s Covid-era quarantine food blogs, where he famously experimented with different dishes. Fans flooded the post with comments, expressing nostalgia and joy, and even calling WokTok the perfect "pick-me-up for a legend before a legendary performance."

As Viraj Bahl, Founder and Managing Director of Veeba, put it, "What a sight—Diljit Dosanjh, backstage, casually enjoying a cup of WokTok noodles before stepping out to an excited crowd in Delhi! Scripted from real-life moments, it is exactly why we created WokTok by Veeba – to be that delicious, easy pick-me-up for anyone, anywhere. Thank you, Diljit bhai, for bringing WokTok along for the ride! Here’s to the magic that happens when good food meets great music."

What a sight—Diljit Dosanjh, backstage, casually enjoying a cup of WokTok noodles before stepping out to an excited crowd in Delhi! Scripted from real-life moments, it is exactly why we created WokTok by Veeba - to be that delicious, easy pick-me-up for anyone, anywhere.

Thank… pic.twitter.com/vRspQH8Mmd

— Viraj Bahl (@VirajBahl) October 29, 2024

In a world dominated by digital ads and curated partnerships, this real-life moment brought something unique—an unscripted endorsement that felt relatable and authentic. As WokTok gains traction among the Gen Z crowd, this candid connection is a reminder that sometimes, the most effective brand moments come when they’re least expected.