MUMBAI: For over a decade, Colors has stood as a pioneer in homegrown non-fiction entertainment, consistently creating original formats that redefine family viewing in India. Building on this legacy of relatable, impactful storytelling, the channel is set to premiere its new weekend primetime reality format, Pati Patni Aur Panga, on Saturday, 2 August 2025. The excitement is already translating into strong advertiser confidence. With 11 sponsors across television and digital platforms, the show is one of the most commercially promising non-fiction launches of the year.
Leading the sponsor lineup is Nivea Body Milk as the Presenting Sponsor, with Sugar Free Green, Rajdhani Besan, Cadbury Dairy Milk, Pour Homme and ENVY joining as Co-Powered Sponsors. Vikram Tea, Colgate, Catch, and Giva have come on board as Special Partners, while Zouk adds to the strong roster as the Associate Partner. This impressive sponsor response underscores the strong market momentum and brand confidence surrounding the show.
“Colors is a non-fiction powerhouse, consistently delivering engaging home-grown non-fiction formats that strike a chord with viewers across the country.Our focus has always been on creating formats that bring families together and keep audiences engaged weekend after weekend. Pati Patni Aur Panga builds on this tradition with a unique blend of authenticity and entertainment. For brands, it offers family-inclusive weekend viewing, prime-time stickiness, and high-impact integrations across TV and digital.The perfect festive-season alignment, ensuring maximum recall and engagement with viewers across demographics,” said Mahesh Shetty, Head of Revenue, Entertainment, JioStar.
Mumbai: DS Group’s DS Spiceco has launched a new campaign for Catch Salts & Spices, featuring Bollywood actors Akshay Kumar and Bhumi Pednekar. The campaign highlights the brand’s new positioning, “Kyunki Khana Sirf Khana Nahi Hota.”
Conceptualised by Dentsu Creative, the campaign highlights the idea that food encompasses a multitude of creations: memories, bonds, tradition, and values, thereby bringing the brand closer to a consumer’s daily life.
The brand further emphasises the underlying thought that food is a language that is used to express a myriad of emotions.
“We Indians do not just enjoy food; we relish it. I am pleased to be a part of the brand, Catch Salts & Spices, and its new campaign. “Food for me,” has always held a larger meaning. It is a delight to portray this emotion on screen,” said Kumar.
On the occasion, Pednekar reiterated, “Catch Salts & Spices has become a household name with its wide range of products. I believe that the way to someone’s heart is through food, and hence resonate with the thought of “Kyunki Khana Sirf Khana Nahi Hota.”
Commenting on the campaign, DS Spiceco business head Sandeep Ghosh said, “Spices are the soul of Indian cuisine. We as a brand, want to own the consumer’s kitchen with our range of spices. The new campaign would bring out different nuances of consumers’ interactions with food. I am delighted to welcome Akshay and Bhumi, who have elevated our proposition with their performance.”
Speaking about the creative side, Dentsu Creative Group chief creative officer Ajay Gahlaut said, “For us, food is more than just fuel for the body, often, it’s how we express ourselves and how we show care for each other. It is about the bonding and conversations that happen over food. That’s the thought behind this campaign, and I am thrilled to see it finally come to life.”
“Catch Salts & Spices is a progressive brand that is known for its premium quality and wide range of products and is now trying to adopt a new positioning that delves into consumers’ deep bonding with food. I can already see this breaking the clutter in the sea of sameness in the competitive landscape,” added Dentsu Creative North president Ajit Devraj.
Mumbai: DS Spiceco, a part of the DS Group has launched a new campaign for Catch Sprinklers, its flagship product. Designed by Dentsu Creative Impact, the ad film revolves around the similarities in identical twins, who have exactly the same genetic makeup and look and behave similarly, including how they dress up and what they eat and enjoy. However, when it comes to food and seasoning their palates are different with distinctive tastes that are satiated by Catch, which has a match for every taste.
The film opens on two young identical twin boys coming out of the dressing room, wearing the exact same clothes and accessories to look identical. Even the shirts are tucked in the same style. They both admire their reflections in the mirror, flick their hair to the same side and high-five each other without looking. Later the twins are playing football and they both fall down at the same time and seem to have the exact same bruises on their face. This is followed by twins watching a horror movie with both having identical reactions to the movie scenes. Later, the twins are seen sitting across the dining table with a plate of food in their hands and reaching out for the Catch Sprinklers. There’s a moment of pause as both hands appear to go for the same sprinkler, however as the camera zooms out, one twin picks up the Chat Masala Sprinkler and the other the Black Salt one. They both raise their eyebrows at each other, as if questioning the other person’s choice. But then they break into a smile and continue to sprinkle the respective taste enhancers on their plate.
The voice over in the films says “Aap kitne bhi same kyun na ho, taste to same kabhi nahin hota. Isliye Catch ke paas hai sabke taste ka match. 100 per cent.” You may be the same in all aspects but your taste will always differ. Catch has a match for every taste per cent.
Commenting on the campaign, DS Spiceco business head Sandeep Ghosh said, “The flagship product of Catch, the sprinklers have enjoyed leadership in the category since its launch in the year 1987. The new commercial will further consolidate Catch’s leadership position in the table top category, which has expanded over the years and has a variety of salts, pepper & blends today. A taste enhancer for every palate indeed.”
Speaking about the thought behind the campaign, Dentsu Impact managing partner & national creative director Anupama Ramaswamy said, “Who uses sprinklers? Someone who wants something extra in existing food. Now that’s simple. From here came the insight of how people may be similar but when it comes to the food and taste, people may be different. And how can we show this behaviour using a visual mnemonic which is memorable?”
“So there came the creative device of twins. We all know twins are the same in most aspects. Except when it comes to taste. Of course, shooting with identical looking kids was challenging particularly when it comes to the exact reactions, but I must say, it was a commendable job done by the director Gaurav and the entire team at Good Morning Films,” she added.
Dentsu Impact EVP Hindol Purkayastha said, “I can already see this campaign winning hearts among the TG. It is going to break the clutter and I am quite confident that this will create a new mark in the sprinklers’ category. May be a new trend of ‘how to beautifully use twins in communications.’’
MUMBAI : Easter is the time when families come together to celebrate tradition, auspiciousness and love. It is also the time when brands, especially in the FMCG sector try and outdo each other and make the most of the lose purses that come with the festival. This means mega campaigns and millions of marketing dollars going into Ad Ex. Not to mention the extremely creative ways to bring out the flavour of the festival. Here are five Easter ads that every creative lover must check out this year.
Pokemon : Pokemon20 Super Bowl Commercial
Super bowl advertisements are epic. No doubt about it. But even so, why is a super bowl advertisement in this list? It’s because, to celebrate its twentieth anniversary, the popular anime series and gaming franchise Pokemon took viewers to the most elaborate and expensive Easter adventure of all time. Its scale can be imagined from the fact that the company bought the 30 sec ad slot in the game for $ 5 million!
But its jaw dropping price tag isn’t the only reason why it made the headlines and grabbed over 12 million eye balls online last January. To commemorate its 20 years of existence, the franchise chequered the 1 min long ad (whose shortened version ran at the Super bowl) with numerous Easter eggs, that is, Pokémon related hints – some obvious and some conspicuous. Just a few seconds in the video, any die hard Pokemon fan would jump with delight in having spotted the hints – right from Mew’s haphazardly drawn face on the car in the starting few shots to the Nidoking chess pieces.
Not only has the video been masterfully created by a Los Angeles based agency named Omelet, which banked on an epic idea that brought together all Pokémon fans, the decision to release the trailer two weeks before its actual launch sent social media into a frenzy and made the hunt even more exciting. If you haven’t found all the eggs yet, here, go catch ‘em all!
Co-Op Food: Eggsperiment
Not all great ads need a mastery of visual effects, great locations and million dollar spends in production costs. Some are simple, real and yet powerful. Just like Co-Op Food’s ‘eggsperiment’ that was conceptualized and executed by Forever Beta. The eight films under this campaign transpired out of a social experiment to find ‘good eggs’ in the society.
In the ad, one sees a gullible looking man in a busy street of white collar workers. The man is seen walking from one person to another and asking if he could borrow their tie to work as it is his first day. While some shrug him off, many come forth to help the man. As soon as they give him the tie, a person dressed as an Easter chicken comes forth and greets them with an Easter egg (from Co-Op). The social experiment was highly well received and garnered lots of conversation around the brand and Easter on social media as well.
Cadbury: #EggsEverywhere; even in Loch Ness
Cadbury and Easter Eggs are synonymous with each other and each year the brand out does itself in its campaigns to maintain this status quo. This year, while Cadbury maintained its presence on television through several cute bunny ads that show the fluffy adorable being hiding eggs everywhere, the cherry on the cake was definitely the experiential stunt that tempted the fabled Loch Ness Monster in Scotland.
As part of the #EggsEverywhere campaign this Easter, Cadbury dropped three giant eggs into the famous Loch Ness in Scottish Highlands, and the slowly rising eggs gave the impression of the monster rising from beneath the water’s surface. It was a daring but extremely clever idea to bring the two highly popular myths – the Easter Egg and the Loch Ness Monster – together in a single campaign, and naturally gave the brand outstanding visibility throughout the Easter campaign season.
The initiative was handled and executed by Dentsu Aegis Network’s experiential marketing arm PsLive.
ASDA Stores: #GiantHen
It’s a war tank, It’s a dinosaur; No, it’s…a giant Chocó hen!
Remember that jaw dropping moment in the super monster movie where people look up and simply gape at the monster’s sheer gigantic size? Well, American supermarket chain Asda’s new Easter commercial starts just the same way with people craning their necks to look up at the giant chocolate hen that makes its way through the city, as traffic comes to a standstill and reporters wait around with their OB vans to break news about the hen.
The hen ceremoniously makes its way to the top of an Asda store where arrangements are made and anticipation is high. And then the hen lays an egg- a chocolate Easter egg! With its simple narrative, the ad definitely sets the mood for the festive occasion. VCCP, the creative agency behind the campaign couldn’t have had a more fitting song to go with the video – Tom Jones’ She’s a Lady!
M&S Foods: Adventure in ‘which came first?’
The eternal question of ‘which came first – the egg or the chicken’ has sparked many a debate, and yet somehow every time people argue about it with fresh enthusiasm. London based retail giant Marks and Spencer understands this well and plays on this in its latest TVC.
Launched on 17 March, the campaign was created by Rainey Kelly Campbell Roalfe Y&R or simply RKCR/Y&R. The commercial has M&S Foods inviting everyone to embark on an Easter adventure to find which came first and in turn take a chocolatey, sugary journey through its products– a great way to introduce its collections for Easter. Smartly staying ambiguous on whether it is the egg or the chicken, the ad does a great job of drawing viewers in through high definition videos of cheeky chicks to fruit and nut delight.
The ad keeps one hooked until the end, if it is not for the answer, then it is for the mouth-watering visuals. The tag line — ‘Chickens, eggs and everything Easter on M&S’— successfully brings the focus back to the egg, the chicken and the riddle, making viewers conscious of how they enjoyed getting lost in the adventure. After all, it’s always the hunt that keeps one going, not the result.
MUMBAI : Easter is the time when families come together to celebrate tradition, auspiciousness and love. It is also the time when brands, especially in the FMCG sector try and outdo each other and make the most of the lose purses that come with the festival. This means mega campaigns and millions of marketing dollars going into Ad Ex. Not to mention the extremely creative ways to bring out the flavour of the festival. Here are five Easter ads that every creative lover must check out this year.
Pokemon : Pokemon20 Super Bowl Commercial
Super bowl advertisements are epic. No doubt about it. But even so, why is a super bowl advertisement in this list? It’s because, to celebrate its twentieth anniversary, the popular anime series and gaming franchise Pokemon took viewers to the most elaborate and expensive Easter adventure of all time. Its scale can be imagined from the fact that the company bought the 30 sec ad slot in the game for $ 5 million!
But its jaw dropping price tag isn’t the only reason why it made the headlines and grabbed over 12 million eye balls online last January. To commemorate its 20 years of existence, the franchise chequered the 1 min long ad (whose shortened version ran at the Super bowl) with numerous Easter eggs, that is, Pokémon related hints – some obvious and some conspicuous. Just a few seconds in the video, any die hard Pokemon fan would jump with delight in having spotted the hints – right from Mew’s haphazardly drawn face on the car in the starting few shots to the Nidoking chess pieces.
Not only has the video been masterfully created by a Los Angeles based agency named Omelet, which banked on an epic idea that brought together all Pokémon fans, the decision to release the trailer two weeks before its actual launch sent social media into a frenzy and made the hunt even more exciting. If you haven’t found all the eggs yet, here, go catch ‘em all!
Co-Op Food: Eggsperiment
Not all great ads need a mastery of visual effects, great locations and million dollar spends in production costs. Some are simple, real and yet powerful. Just like Co-Op Food’s ‘eggsperiment’ that was conceptualized and executed by Forever Beta. The eight films under this campaign transpired out of a social experiment to find ‘good eggs’ in the society.
In the ad, one sees a gullible looking man in a busy street of white collar workers. The man is seen walking from one person to another and asking if he could borrow their tie to work as it is his first day. While some shrug him off, many come forth to help the man. As soon as they give him the tie, a person dressed as an Easter chicken comes forth and greets them with an Easter egg (from Co-Op). The social experiment was highly well received and garnered lots of conversation around the brand and Easter on social media as well.
Cadbury: #EggsEverywhere; even in Loch Ness
Cadbury and Easter Eggs are synonymous with each other and each year the brand out does itself in its campaigns to maintain this status quo. This year, while Cadbury maintained its presence on television through several cute bunny ads that show the fluffy adorable being hiding eggs everywhere, the cherry on the cake was definitely the experiential stunt that tempted the fabled Loch Ness Monster in Scotland.
As part of the #EggsEverywhere campaign this Easter, Cadbury dropped three giant eggs into the famous Loch Ness in Scottish Highlands, and the slowly rising eggs gave the impression of the monster rising from beneath the water’s surface. It was a daring but extremely clever idea to bring the two highly popular myths – the Easter Egg and the Loch Ness Monster – together in a single campaign, and naturally gave the brand outstanding visibility throughout the Easter campaign season.
The initiative was handled and executed by Dentsu Aegis Network’s experiential marketing arm PsLive.
ASDA Stores: #GiantHen
It’s a war tank, It’s a dinosaur; No, it’s…a giant Chocó hen!
Remember that jaw dropping moment in the super monster movie where people look up and simply gape at the monster’s sheer gigantic size? Well, American supermarket chain Asda’s new Easter commercial starts just the same way with people craning their necks to look up at the giant chocolate hen that makes its way through the city, as traffic comes to a standstill and reporters wait around with their OB vans to break news about the hen.
The hen ceremoniously makes its way to the top of an Asda store where arrangements are made and anticipation is high. And then the hen lays an egg- a chocolate Easter egg! With its simple narrative, the ad definitely sets the mood for the festive occasion. VCCP, the creative agency behind the campaign couldn’t have had a more fitting song to go with the video – Tom Jones’ She’s a Lady!
M&S Foods: Adventure in ‘which came first?’
The eternal question of ‘which came first – the egg or the chicken’ has sparked many a debate, and yet somehow every time people argue about it with fresh enthusiasm. London based retail giant Marks and Spencer understands this well and plays on this in its latest TVC.
Launched on 17 March, the campaign was created by Rainey Kelly Campbell Roalfe Y&R or simply RKCR/Y&R. The commercial has M&S Foods inviting everyone to embark on an Easter adventure to find which came first and in turn take a chocolatey, sugary journey through its products– a great way to introduce its collections for Easter. Smartly staying ambiguous on whether it is the egg or the chicken, the ad does a great job of drawing viewers in through high definition videos of cheeky chicks to fruit and nut delight.
The ad keeps one hooked until the end, if it is not for the answer, then it is for the mouth-watering visuals. The tag line — ‘Chickens, eggs and everything Easter on M&S’— successfully brings the focus back to the egg, the chicken and the riddle, making viewers conscious of how they enjoyed getting lost in the adventure. After all, it’s always the hunt that keeps one going, not the result.
