DS Group-backed brand Catch has launched a new TV campaign ‘Squeezy Hai, Easy Hai’, with the introduction of its Ginger Garlic Paste’s first Squeezy bottle in India.
The campaign is conceptualised by VML India has put everyday kitchen convenience as the main focus. The ad film opens on a working woman preparing food just before leaving for office, when her pre-made ginger garlic paste slips and spill across the floor. The film captures the portrayal of raw ginger and garlic, and the mess behind peeling, chopping and grinding it. The women’s eyes then catch Catch’s Ginger Garlic Paste in its new body. This whole narrative reflects a reality for many urban households.
Commenting on the campaign, Arnab Ghatak Choudhury, Sr. General Manager, Marketing, Catch Salt & Spices, DS Group, said, “Catch has always been synonymous with authentic flavour and our Ginger Garlic Paste features a thick, grainy texture, just like traditional homemade paste, making it the ideal kitchen substitute. The Catch Ginger Garlic squeezy bottle, a first in India in this category, makes one of the most-used ingredients in Indian cooking effortless and the ‘Squeezy Hai, Easy Hai’ TVC captures that simply.”
Babita Baruah, CEO, VML India, said, “At VML, we believe powerful creative work starts with sharp consumer insights. Catch Ginger Garlic Paste’s squeezy format is a brilliant example of simple packaging innovation solving a genuine everyday kitchen friction. Our ‘Squeezy Hai, Easy Hai’ campaign brings this functional ease to life through an engaging, relatable story rooted in everyday cooking routines, showing how convenience and authentic flavour can go hand in hand. When innovation genuinely lightens the daily routine, the brand narrative should feel just as seamless.”
