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Catch unveils new TV commercial for spices variant
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Monday, 13 July, 2026, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Catch Salt & Spices, one of the popular brands of Dharampal Satyapal Group (DS Group), has unveiled an industry first Flip Top outer packaging, coupled with a Press Lock facility through a new television commercial (TVC) for its Matar Paneer blended spice variant. Developed in response to evolving consumer preferences for greater convenience and freshness, the packaging is designed to help preserve the rich aroma of spices while offering easy dispensing, secure resealing and effortless storage. The campaign will be rolled out across television, digital platforms, social media and OTT.
Conceptualised by Dentsu, this commercial marks the first campaign to simultaneously feature a packaging innovation and a blended spice variant. Rooted in the brand philosophy, "Kyunki Khana Sirf Khana Nahi Hota," the film is set at a women’s kitty party where Akshay Kumar introduces various dishes.
Arnab Ghatak Choudhury, senior 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 every day 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.”
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, humour, and effortless camaraderie, making the film culturally resonant while reinforcing the brand's promise in an enjoyable way.”
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