New Delhi: Catch Salt & Spices, a flagship brand of the Dharampal Satyapal Group (DS Group), has launched an industry-first Flip Top outer packaging with a Press Lock facility for its Catch Matar Paneer Masala, alongside a new television commercial (TVC) that highlights the innovation through humour-led storytelling. The packaging has been designed to preserve the freshness and aroma of spices while offering consumers easy dispensing, secure resealing and convenient storage.
The new campaign, conceptualised by Dentsu, marks the first time Catch has simultaneously showcased a packaging innovation and a blended spice variant in a single campaign. Anchored in the brand’s philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” the film combines entertainment with product functionality to reinforce the brand’s focus on enhancing everyday cooking experiences.
Set against the backdrop of a lively women’s kitty party, the TVC features Bollywood actor Akshay Kumar introducing an array of dishes. When one of the guests, impressed by the rich taste and aroma, remarks, “Kya Khushboo kya swaad, jee karta hai khana banane wale ke haath choom loon,” believing Akshay prepared the meal, the actor humorously points towards Rajpal Yadav, who eagerly steps forward to claim the credit. As the awkward moment unfolds, Akshay reveals that the real hero is Catch Matar Paneer Masala, prompting laughter from the group while seamlessly introducing the new Flip Top and Press Lock packaging designed to keep spices fresh even after opening.
The campaign will be rolled out across television, digital platforms, social media and OTT, supported by an extensive influencer-led activation featuring over 1,000 content creators showcasing the packaging’s convenience and freshness benefits.
Commenting on the launch, 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.”
Sharing the creative thought behind the campaign, 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.”
