Catch Salt & Spices, a brand from the Dharampal Satyapal (DS) Group, has launched a new campaign to introduce what it calls an industry-first Flip Top outer packaging with Press Lock technology for its Matar Paneer blended spice variant.
Designed to offer greater convenience and preserve the aroma and freshness of spices, the new packaging features easy dispensing, secure resealing and improved storage. The campaign will run across television, digital, social media and OTT platforms.
Conceptualised by Dentsu, the television commercial marks the first Catch campaign to simultaneously highlight a packaging innovation and a blended spice variant. Built around the brand's philosophy, 'Kyunki Khana Sirf Khana Nahi Hota,' the film stars Akshay Kumar and Rajpal Yadav in a humorous setting at a women's kitty party, where the duo use comedy to showcase how Catch Matar Paneer Masala—and its new packaging—enhances the cooking experience.
Commenting on the campaign, Arnab Ghatak Choudhury, Sr. General Manager, Marketing, Catch Salt & Spices, DS Group, said, "At DS Group, consumer convenience has always been at the heart of our innovation. We understand that consumers want spice packs that are easy to use, reseal and convenient to store, while ensuring the spices retain their freshness and rich aroma. The unique packaging is a testament to DS Group’s continued focus on pioneering innovation and ensuring superior product quality and freshness. The campaign reflects our commitment to making everyday cooking simpler, smarter and more enjoyable, while continuing to offer innovative taste solutions for every cuisine, every mood and every occasion because 'Kyunki Khana Sirf Khana Nahi Hota.'"
Surjo Dutt, CEO and Chief Creative Officer, Dentsu Creative Webchutney, said, "From a creative standpoint, our intent was to bring alive Catch's product innovation in a way that feels simple, memorable, and entertaining. The new Flip Top Pack with Press Lock Pouch is designed to keep spices fresh and flavour intact, and we wanted the communication to reflect that benefit through a story that's both engaging and relatable. The evergreen chemistry between Akshay Kumar and Rajpal Yadav adds warmth, humor, and effortless camaraderie, making the film culturally resonant while reinforcing the brand's promise in an enjoyable way."
To amplify the campaign, Catch will roll out an integrated media strategy across television, digital, OTT and social platforms, supported by collaborations with over 1,000 content creators demonstrating the convenience and benefits of the new packaging.
