The new TVCs, focusing on Catch Turmeric and Catch Garam Masala have a strong brand focus and the creatives showcase the unique role Catch spices plays in enhancing the culinary experience while bringing families and people together. In the Catch Turmeric (Haldi) TVC, a hilarious mix-up leads to an unexpected and heartwarming lunch with neighbours, highlighting how food can foster connections. The engaging film ends with Akshay Kumar looking into the camera to say, “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 highlights the transformative power of Catch Garam Masala, emphasizing how it adds true flavor to life while playing on the word Thanda (literal meaning vs a reference to bland for thanda). The film ends on a high with the chefs sharing a laugh, emphasizing the message: “Catch Garam Masala. Kyunki Khaana sirf khaana nahin hota… Zindagi mein Swaad laana bhi hota hai.”

“We are thrilled to unveil the new Catch TVCs featuring Akshay Kumar and Rajpal Yadav,” said Sandeep Ghosh, Business Head, Spices Division, DS Group. “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 Akshay Kumar.

Surjo Dutt, Chief Creative Officer at Dentsu Creative, shared insights on their latest campaign, Kyun ki Khana sirf khana nahi hota. “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.” He added, “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 Catch TVCs will air across major television channels and digital platforms, (including YouTube and OTT platforms). The brand has also secured sponsorship and in-show brand integration on popular shows like “Laughter Chef” on Colors and Jio Cinema and “MasterChef” on Sony TV to further amplify its reach and association with food. 

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With a strategic vision, the brand aims to strengthen its presence, targeting a Compound Annual Growth Rate (CAGR) of approximately 30% over the next five years.

To drive its expansion plans, Catch Spices has diversified its portfolio by venturing into pastes, gourmet gravies, grinders, herbs, and pink rock salt, with several new product developments currently underway. The brand plans to leverage modern-format stores and e-commerce platforms, including quick commerce platforms, to reach a wider audience. Furthermore, Catch Spices aims to enhance its product offerings by focusing on digital-first products and regionalization, catering to local taste preferences.

Rajiv Kumar, Vice Chairman of DS Group, expressed his delight with the brand’s achievement in the spice sector. According to the latest industry estimates, the packaged spices industry in India reached approximately Rs 34,000 crore in 2023, with an 18% growth rate and a volume growth of 4%. In contrast, Catch Spices surpassed this trend, achieving a growth rate of more than 23%, with volume growth more than double that of the industry.

The Catch brand was introduced by DS Group in 1987 with the launch of the unique tabletop salt sprinkler. Today, the brand offers a wide range of products, including whole spices, blends, and pastes across nine categories, comprising more than 125 variants and 300 SKUs. These products are available in over 7 lakh retail touch points through more than 1500 distributors nationwide, as well as on various e-commerce and quick commerce platforms.

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