Catch Spices, a key brand of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate, has unveiled two new television commercials (TVCs) starring Bollywood superstars Akshay Kumar and Rajpal Yadav. The campaign aims to strengthen the brand’s positioning of "Kyunki Khana Sirf Khana Nahi Hota" (Food is more than just food) through engaging and humorous storytelling. The creatives were conceptualised by Dentsu International and directed by Hemant Bhandari of Chrome Pictures Limited.
The new TVCs, promoting Catch Turmeric and Catch Garam Masala, have a strong brand focus, highlighting the role Catch spices play in elevating the culinary experience while fostering connections between families and friends. In the Catch Turmeric (Haldi) TVC, a comedic mix-up leads to an unexpected and heartwarming lunch with neighbours, showing how food can bring people together. The film ends with Akshay Kumar looking into the camera and saying, "Catch Haldi hi laata hai khaane mein asli rang! Kyunki Khaana sirf khaana nahi hota ek dusre ko janne ka bahana bhi hota hai.”
The Catch Garam Masala TVC follows a head chef as he illustrates how Catch Garam Masala enhances food, with a playful twist on the word "Thanda" (which means cold, but also bland). The film concludes with the chefs sharing a laugh, reinforcing the message: "Catch Garam Masala. Kyunki Khaana sirf khaana nahin hota... Zindagi mein Swaad laana bhi hota hai."
"We are thrilled to unveil the new Catch TVCs featuring Akshay Kumar and Rajpal Yadav," said Mr Sandeep Ghosh, Business Head, Spices Division, DS Group. "These campaigns aim to resonate with our consumers by showcasing the unique role of Catch spices in elevating everyday meals and creating memorable moments. We believe the humour and relatability of these stories will effectively communicate the brand's message and drive consumer engagement. Catch Salt and Spices from DS Group, has renewed the engagement with Akshay Kumar with these campaigns and we look forward to a long and fruitful association."
“I'm happy to renew my association with Catch Salts & Spices, a DS Group brand which is synonymous with Indian kitchens. The philosophy of 'Khana Sirf Khana Nahi Hota' deeply resonates with me. Food, for us Indians, is an expression of love and celebration and the Catch brand understands it very well. I'm excited to be a part of this fun campaign that celebrates this unique connection and should resonate with the viewers,” said Akshay Kumar.
Surjo Dutt, Chief Creative Officer at Dentsu Creative, shared insights on the latest campaign, "Kyun ki Khana sirf khana nahi hota. Food is more than sustenance, it’s an emotion that connects people and creates lasting memories. Our films highlight how food becomes a source of joy, warmth, and togetherness." He added, "With Akshay Kumar and Rajpal Yadav, we’ve brought this idea to life with humour and heart. Their chemistry showcases how Catch Spices elevate everyday meals into moments of celebration, transforming flavours into emotions and connections."
The new Catch TVCs will be broadcast across major television channels and digital platforms (including YouTube and OTT platforms). The brand has also secured sponsorship and in-show brand integration on popular shows like "Laughter Chef" on Colours and Jio Cinema, and "MasterChef" on Sony TV to further expand its reach and association with food.
Catch Spices has recently entered the INR 1000 crore club, achieving an impressive 24 per cent year-on-year growth over the past two years. Launched in 1987 with a revolutionary table-top salt sprinkler, the Catch brand has grown to encompass a wide range of cooking products, from spices to blends, pastes, and grinders, with over 125 variants and 300 SKUs across nine categories. Catch products are available in over 7 lakh retail touchpoints, with more than 1600 distributors nationwide, reaching over 2.1 crore households in India. The brand has capitalised on the evolving trends in modern trade, e-commerce, and quick commerce, resulting in exceptional growth and outperforming industry standards.
