Catch Spices, a key brand under Dharampal Satyapal Group (DS Group), has launched two new television commercials (TVCs) featuring Bollywood superstars Akshay Kumar and Rajpal Yadav. Through humorous and relatable narratives, the campaign reinforces the brand’s philosophy: Kyunki Khana Sirf Khana Nahi Hota (Food is more than just food).
Catch Spices TVCs ft. Akshay Kumar & Rajpal Yadav
Concept and Creative Team
The creatives for the campaign were conceptualised by Dentsu International and directed by Hemant Bhandari of Chrome Pictures. With engaging storytelling and strong performances, the TVCs highlight the role of Catch Spices in enhancing the culinary experience.
The Catch Haldi TVC: A Heartwarming Mix-Up
The first TVC focuses on Catch Turmeric (Haldi) and tells a lighthearted story where a funny mix-up leads to an unexpected lunch with neighbours. The film beautifully showcases how food brings people together. The ad ends with Akshay Kumar saying: “Catch Haldi hi laata hai khaane mein asli rang! Kyunki Khaana sirf khaana nahi hota ek dusre ko janne ka bahana bhi hota hai.”
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The Catch Garam Masala TVC: Adding Flavour to Life
The second TVC highlights Catch Garam Masala through the journey of a head chef who demonstrates its transformative power. The ad plays on the word Thanda—contrasting its literal meaning with the idea of bland food. It ends with a moment of camaraderie among the chefs and the tagline: “Catch Garam Masala. Kyunki Khaana sirf khaana nahin hota… Zindagi mein Swaad laana bhi hota hai.”
Industry Experts on the New Campaign
Sandeep Ghosh, Business Head, Spices Division, DS Group, expressed excitement about the campaign, saying: “These TVCs reinforce Catch Spices’ role in creating memorable meal moments. We are thrilled to continue our association with Akshay Kumar.”
Akshay Kumar also shared his enthusiasm: “Food is an emotion that binds us. Catch Spices understands this connection, and I’m excited to be part of this campaign.”
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Amplifying the Campaign Reach
The new TVCs will air across major television and digital platforms, including YouTube, OTT platforms, and television channels. To extend engagement, Catch Spices has partnered with popular food-related shows such as:
- Laughter Chef on Colors and Jio Cinema
- MasterChef India on Sony TV
Conclusion
With humour, nostalgia, and the perfect blend of spices, Catch Spices’ latest campaign reaffirms its stronghold in Indian kitchens. The brand effectively showcases how its products elevate everyday meals into moments of celebration.
