Catch Salt & Spices, a brand under the Dharampal Satyapal Group (DS Group), has unveiled its first-ever television commercial for Catch Premium Iodised Pink Rock Salt, marking its expansion beyond the spices and sprinklers category into the broader salt segment. Conceptualised by Dentsu Creative Webchutney, the campaign aims to build awareness around the brand’s salt offering through a relatable and engaging narrative.
The TVC, which will be aired across television and digital platforms including social media and OTT, captures a light-hearted moment in a neighbourhood play area. Through a simple yet effective interaction between children and their mothers, the film highlights the product’s origin and benefits, bringing out its unique qualities in an accessible manner.
Commenting on the campaign, Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt and Spices, said, “With the Catch Premium Iodised Pink Rock Salt campaign, DS Group chose a product led narrative that highlights the unique qualities of the Pink Rock Salt in a relatable everyday setting. The film brings out an engaging exchange between two neighbours, subtly showcasing the distinctive features of Catch Premium Iodised Pink Rock Salt, while keeping the brand at the heart of the story. The narrative reinforces Catch’s philosophy that ‘Kyunki Khana Sirf Khana Nahi Hota,’ celebrating the role of the right ingredients in making everyday meals special.”
Adding to this, Surjo Dutt, Chief Creative Officer – Dentsu Creative Webchutney, said, “From a creative standpoint at Catch, the intent was to reframe salt from a basic kitchen staple to a more conscious, informed choice through a simple yet engaging narrative. By placing children at the center of the story, we used their unexpected awareness about salt its colour, product benefits etc. to subtly challenge conventional thinking and reflect the shift towards knowledge-led decisions in modern households. The film ultimately lands on the thought that khana sirf khana nahi hota, its a reflection of mindful choices we make every day.”
With this campaign, DS Group strengthens its positioning in the everyday essentials category while aligning with evolving consumer preferences towards more informed and mindful consumption.
