Mumbai: Catch Spices, a key brand under the Dharampal Satyapal Group (DS Group), has launched two new television commercials featuring Bollywood icons Akshay Kumar and Rajpal Yadav. This latest campaign reinforces the brand’s positioning, “Kyunki Khana Sirf Khana Nahi Hota” (Food is more than just food), through engaging and humorous storytelling. Conceptualized by Dentsu International and directed by Hemant Bhandari of Chrome Pictures Limited, the commercials highlight how Catch spices enhance culinary experiences and bring people together.
The new TVCs focus on Catch Turmeric and Catch Garam Masala. In the Catch Turmeric (Haldi) TVC, a humorous mix-up leads to an unexpected yet heartwarming lunch with neighbors, emphasizing how food fosters relationships. The film concludes with Akshay Kumar stating, “Catch Haldi hi laata hai khaane mein asli rang! Kyunki Khaana sirf khaana nahi hota ek dusre ko janne ka bahana bhi hota hai.”
The Catch Garam Masala TVC follows a head chef’s journey as he showcases how Catch Garam Masala transforms food and life, playing on the double meaning of Thanda (both cold and bland). The film ends with the message: “Catch Garam Masala. Kyunki Khaana sirf khaana nahin hota… Zindagi mein Swaad laana bhi hota hai.”
Commenting on the campaign, Sandeep Ghosh, Business Head, Spices Division, DS Group, stated, “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 humour and relatability of these stories will effectively communicate the brand’s message and drive consumer engagement. Catch Salt and Spices from DS Group, has renewed the engagement with Akshay Kumar with these campaigns and we look forward to a long and fruitful association.”
Akshay Kumar, expressing his excitement, said, “I’m happy to renew my association with Catch Salts & 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 the Catch brand understands it very well. 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, highlighted the emotional essence of the campaign: “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.”
The new TVCs will be broadcast across leading television channels and digital platforms, including YouTube and OTT platforms. Catch Spices has also secured sponsorship and in-show brand integration on popular culinary shows like “Laughter Chef” on Colors and Jio Cinema, and “MasterChef” on Sony TV, further solidifying its association with food enthusiasts.
Catch Spices recently entered the INR 1000 crore club, recording an impressive 24% year-on-year growth over the past two years. Established in 1987 with its pioneering tabletop Salt Sprinkler, Catch Spices has since expanded into a diverse portfolio of over 125 variants across nine categories, including pastes, gourmet gravies, grinders, herbs, and pink rock salt. Currently, Catch products are available in over 7 lakh retail outlets through 1600+ distributors, reaching more than 2.1 crore households in India.
With evolving consumer preferences, Catch Spices has strategically capitalized on modern trade, e-commerce, and quick commerce, achieving significant growth beyond industry standards. This latest campaign further reinforces Catch Spices’ commitment to enhancing everyday cooking experiences while expanding its market reach.
