New Delhi: Catch Spices, one of the popular brands from the Dharampal Satyapal Group (DS Group), a FMCG conglomerate and multi-business corporation, has partnered with ZEE Network as the title partner for its new festive culinary show, “Tyoohar, Khana Aur Kahaniyaan.”
The collaboration spans the duration of the show, which airs across &TV, Zee Anmol, Zee Zest, and on Zee5, running between October and November with six weekly episodes. The campaign strategically positions Catch Spices as the preferred household choice during key Indian festivals such as Diwali, Choti Diwali, and Govardhan Puja.
With festive demand driving a surge in spice consumption, this partnership strengthens Catch’s ambition to lead the Indian kitchen segment through purity, taste, and convenience. As part of the show, Masterchef Pankaj Bhadouria curates authentic festive recipes using Catch Spices, adding both credibility and inspiration to the campaign.
Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt and Spices, said, “Festivals in India are deeply rooted in culinary traditions and food is always at the core of every conversation binding people together. With this collaboration, we aim to celebrate those traditions while placing Catch Salt and Spices at the heart of every festive recipe. Partnering with Zee Network allows us to connect with consumers in a meaningful way by entering their kitchens, hearts and homes during the most joyous time of the year.”
The brand’s positioning, “Khana Sirf Khana Nahi Hota,” underscores the sentiment that food represents much more than sustenance — it embodies emotions, memories, bonds, traditions, and values — reflecting Catch’s deeper emotional connect with consumers beyond functionality.
