Mumbai: Catch Salt & Spices, a brand from the Dharampal Satyapal Group (DS Group), has unveiled a new television commercial for its Catch Sprinklers range. Conceptualised by Dentsu Creative Webchutney, the campaign marks actor Akshay Kumar’s debut in the Sprinklers category alongside a special cameo appearance by Rajpal Yadav.
The TVC will be aired across television, digital, OTT, and social media platforms to maximise audience reach.
Built around the idea that the right seasoning can transform an ordinary dish into an extraordinary experience, the campaign captures the joy of elevating everyday meals. The film follows Akshay Kumar attempting to impress a girl by bringing in chefs for various cuisines, all portrayed humorously by Rajpal Yadav in different avatars including an Italian chef, a Delhi chaat expert, and a fusion chef.
While Rajpal theatrically prepares the dishes, the authentic taste only comes alive after Akshay secretly adds variants from the Catch Sprinklers range. The narrative concludes with a comic twist when Rajpal’s true identity is revealed, leading to the phrase “Raita phail gaya,” to which Akshay cleverly responds by introducing the Catch Raita Masala Sprinkler, reinforcing the brand’s message that there is a sprinkler for every dish.
Commenting on the campaign, Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt & Spices, DS Group said, “By expanding the Catch Sprinkler range, DS Group is evolving its seasoning portfolio to align with the changing culinary tastes while meeting the rising consumer interest for convenience and high-quality formats that elevate routine meals. Through this TVC campaign, we are reinforcing Catch’s commitment to offering innovative taste solutions for every cuisine, every mood and every occasion Kyunki Khana Sirf Khana Nahi Hota.”
Akshay Kumar expressed, “The Catch Sprinkler TVC campaign features a captivating storyline that brilliantly showcases the wide variety of the range and flavours. The storytelling is vivid and true to the authentic taste which comes through with a clarity that matches the actual experience of elevating everyday food moments making them truly special.”
Surjo Dutt, CEO & CCO of Dentsu Creative Webchutney, says, “From a creative standpoint, the intent behind the new Catch Sprinklers film was to celebrate the versatility of taste and how food preferences today are deeply personal. Through a simple slice of life narrative, the film shows how the same dish can transform into an elevated flavour experiences with just a sprinkle. The evergreen chemistry between Akshay Kumar and Rajpal Yadav brings the idea alive with humour, relatability and effortless camaraderie, making the storytelling instantly engaging and resonant.”
