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Catch Spices unveils new TVCs starring Akshay Kumar & Rajpal Yadav
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Saturday, 01 February, 2025, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Catch Spices, one of the core brands of Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate, announced the launch of two new television commercials featuring Bollywood actors Akshay Kumar and Rajpal Yadav. The new campaign aims to further strengthen the brand's positioning of "Kyunki Khana Sirf Khana Nahi Hota" (Food is more than just food), through engaging and humorous narratives. The creatives were conceptualised by Dentsu International and directed by Hemant Bhandari of Chrome Pictures Limited.
The new TVCs, focusing on Turmeric and Garam Masala, have a strong brand focus and the creatives showcase the unique role that spices play in enhancing the culinary experience while bringing families and people together.
Sandeep Ghosh, business head, spices division, DS Group, said, "We are thrilled to unveil the new Catch TVCs featuring Akshay Kumar and Rajpal Yadav. 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."
“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,” said Kumar
Surjo Dutt, chief creative officer at Dentsu Creative, said, "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 humour and heart. Their chemistry showcases how Catch Spices elevate everyday meals into moments of celebration, transforming flavours into emotions and connections."
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