Mumbai: Dentsu Creative Webchutney and Catch Spices, a part of DS SpiceCo (a division of the DS Group), have launched a sizzling new edition of the brand’s iconic campaign, ‘Kyunki Khana Sirf Khana Nahi Hota’. The latest installment of the campaign is bigger, bolder, and bursting with the perfect combination of spice and humor.
The campaign stars Bollywood’s beloved entertainers, Akshay Kumar and Rajpal Yadav, whose comic timing and chemistry bring a delightful blend of flavors, emotions, and memories to the screen. In this fresh take, the duo showcases how every meal is more than just food—it’s a celebration full of drama, joy, and unpredictability. With a vibrant mixture of humor and relatable storytelling, this edition elevates the role of food in daily life, making it an expression of love and connection.
The Kyunki Khana Sirf Khana Nahi Hota campaign is being rolled out as a multi-film initiative, accompanied by a comprehensive 360-degree marketing blitz. The campaign will reach audiences across multiple platforms including TV, digital, print, outdoor, and ambient media, as well as point-of-sale activations. Additionally, Catch Spices has ensured maximum visibility with placements in popular shows like Laughter Chef and MasterChef, ensuring the message resonates with spice lovers across India.
Sandeep Ghosh, Business Head of the Spices Division at DS Group, commented, “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 humor and relatability of these stories will effectively communicate the brand’s message and drive consumer engagement. Our renewed engagement with Akshay Kumar for these campaigns marks an exciting new chapter, and we look forward to a long and fruitful association.”
Akshay Kumar shared, “I’m happy to renew my association with Catch 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 Catch understands this beautifully. I’m excited to be a part of this fun campaign that celebrates this unique connection and should resonate with the viewers.”
Surjo Dutt, Chief Creative Officer at Dentsu Creative Webchutney, added, “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. With Akshay Kumar and Rajpal Yadav, we’ve brought this idea to life with humor and heart. Their chemistry showcases how Catch Spices elevate everyday meals into moments of celebration, transforming flavors into emotions and connections.”
Ujjwal Anand, Managing Partner – North at Dentsu Creative Webchutney, said, “Catch is a progressive brand that has been strengthening its position in the market year on year. We’re confident that this campaign will not only drive brand affinity but also spark meaningful conversations around the role food plays in consumers’ lives. Together, we aim to unlock new opportunities and drive business growth.”
Catch Spices’ ‘Kyunki Khana Sirf Khana Nahi Hota’ campaign continues to underscore the brand’s deep connection with Indian households, emphasizing the emotional and cultural significance of food, while adding a fresh, entertaining twist that is sure to leave a lasting impact on audiences nationwide.
Haldi:
Garam Masala:
Credits:
Client: DS Spiceco Pvt. Ltd.
Brand: Catch Spices
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Kush Malhotra, Abhishek Natoni
Agency: Dentsu Creative Webchutney
Creative Team:
Surjo Dutt, Chief Creative Officer
Manzoor Alam, National Creative Head
Abhijeet Ray, National Creative Head
Saahib Jairath, Group Head – Copy
Satinder Singh, Senior Creative Director
Business Team:
Ujjwal Anand, Managing Partner
Srikant Ganesh, Senior Vice President
Lalit Singh Bisht, Director
Strategic Planning:
Narayan Devanathan – Chief Strategy Officer
Shweta Khosla – Executive Vice President
Films Department:
Suprotim Dey – EVP & Head of Films and Production
Aamir Khan – Associate Vice President
Catch Brand Team:
Rajeev Jain, Arnab Ghatak Choudhury, Abhishek Chaudhry, Abhishek Ranjan, Manoj Tiwari, Ajay Kumar
