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Tag: DS Group

  • DS Group celebrates 95 years with corporate film

    DS Group celebrates 95 years with corporate film

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and an FMCG conglomerate marks its 95th anniversary with the launch of a heart-warming corporate film. Founded in 1929, the DS Group has grown into a successful business story, blending a remarkable history and legacy with visionary growth. The film pays tribute to the enduring bond with consumers, capturing the essence of the Group’s diverse product portfolio, which spans food and beverages, confectionery, mouth fresheners, hospitality, agri-business, luxury retail, etc.

    Directed and produced by The Titus Upputuru Company, the film features renowned Bollywood actor ‘Rahul Khanna’. The film opens with him walking along a long corridor, speaking directly to the camera, “Aapka aur hamara bahut hee lamba aur kareebi Rishta hai” (Our relationship has been long and intimate). This sets the tone for a series of heartwarming moments that showcase the deep connection DS Group’s products have fostered with consumers over the decades.

    “We are thrilled to celebrate DS Group’s remarkable 95-year journey with this special film. Our unwavering commitment to quality and innovation has led to building a Group which is a house of brands today. This film is a heartfelt tribute to millions of loyal DS Group customers, reflecting countless shared moments and embodying our philosophy: Create What is Worth Creating,” said DS Group vice chairman, Rajiv Kumar.

    “Creating yet another corporate film this year was a heartfelt journey, as we captured the deep connections and cherished moments that DS Group’s products have fostered with consumers over the years. Each scene is a celebration of the joy, comfort, and nostalgia that these products bring into people’s lives. It is an honour to bring to life the story of a brand that has touched so many hearts and continues to innovate with unwavering dedication,” said Titus.

    In a series of beautifully crafted vignettes, the film presents various scenarios where DS Group’s products bring joy to people’s lives. For instance, a group of youngsters in a library, where a boy’s hidden Pulse candy sparks a playful commotion. A young man is seen cooking with Catch Garam Masala, sharing a tender moment with his mother via video call.

    Celebratory moments include a classy wedding scene where a man enjoys Tulsi Royal Khajoor and a playful serenade where a boy refreshes with Pass Pass after being teased by a girl. Other scenes feature a lady in a limousine enjoying Silver Pearls before helping a stranger, a young man savoring  Ksheer ghee on a parantha after a gym session, and a woman waking up to a surprise gift of LuvIt Chocolates with a birthday message.

    Rahul Khanna’s voice-over enriches each scene, highlighting the joy brought by the individual brands. The film concludes with Khanna reminding viewers, “Agli baar jab aap ko koi cheez pasand aajaye, toh aap use palat ke dekhiyega…Zaroor hamara naam dikh jaayega.” (Next time when you enjoy something, make sure you take a look at the back of the pack. You will find our name there).

  • DS Group unveils #SaveTheFuture campaign

    DS Group unveils #SaveTheFuture campaign

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, gears up to celebrate World Environment Day by launching an innovative awareness campaign, #SaveTheFuture. This compelling campaign highlights the pressing need for sustainable living and the disastrous outcomes of unchecked environmental degradation.

    This innovative #SaveTheFuture campaign kicked off on 5 June, on World Environment Day, with a unique ‘newspaper of the future’ print ad which is the centerpiece of this campaign. Scanning a code opens a video showcasing future headlines like ‘The grass is no longer greener on either side,’ ending with the message: ‘Our sayings will lose their essence if we don’t act now to save the nature.’ The campaign will unfold in phases, utilizing various media and digital platforms to convey its message.

    Throwing light on the recently launched campaign, DS Group vice chairman Rajiv Kumar said, “DS Group has always reaffirmed its commitment to a greener and more sustainable planet. With our latest #SaveTheFuture campaign, we aim to provoke thought and inspire action through innovative storytelling and digital engagement. The #SaveTheFuture campaign serves as a wake-up call, urging individuals and communities to rethink their relationship with nature and adopt sustainable practices for a better tomorrow for future generations.”

    The #SaveTheFuture campaign is built on a profound insight into human nature ‘our tendency to undervalue the treasures we possess until they are lost’. Through a combination of innovative and tech-based storytelling and immersive visuals, DS Group endeavours to showcase a glimpse of a possible future ravaged by environmental neglect. The campaign will run on various social media platforms, where AI-generated images will highlight issues like pollution and the importance of preserving water reservoirs, complemented by reels from content creators, etc. An AI-created audio-visual montage will depict a grim future if degradation continues.

    The #SaveTheFuture campaign is poised to make a significant impact on World Environment Day and beyond, challenging individuals and institutions to confront the stark realities of environmental degradation and embrace a collective commitment to positive change.

  • DS Group’s confectionery business marks ₹1,000 crore milestone

    DS Group’s confectionery business marks ₹1,000 crore milestone

    Mumbai: Dharampal Satyapal Foods Ltd (DSFL), the confectionery arm of DS Group, has achieved a significant milestone by surpassing ₹1,000 crores in annual sales turnover in FY 2023-24. DS Group is the second largest confectionery player in the non-chocolate category and amongst the largest, fastest-growing Indian confectionery players in the industry commanding a leadership position in the Hard Boiled Candy (HBC) and Indian ethnic confectionery (IEC) segments. The confectionery division of DS Group has grown by over 20 percent CAGR in the last three years while the industry has grown at nine percent and plans to accelerate business with a CAGR of approx. 30 pc over the next five years through organic and inorganic growth.

    With one of the largest distribution networks in the country today, DS Group’s confectionery products are available in over 26 lakh retail outlets, directly and indirectly, and its market share dominates the closest competitor in Hard-Boiled Candy (HBC) and Indian ethnic confectionery (IEC) segment.  Innovation and the route-to-market strategy with an omni-channel presence including modern retail, e-commerce, and quick commerce, have been the key growth drivers. Building upon its strong foundation and leveraging the strength of its understanding of flavours and fragrances and consumer taste buds, the confectionery arm of DS Group aims to achieve a sales turnover of ₹5,000 crores over the next five years. This ambitious goal will be achieved through organic and inorganic growth. Currently, the company holds a dominant position in North and East India and is strategically expanding its presence in South and West India.

    Speaking on the occasion, DS Group vice chairman Rajiv Kumar said, “We are thrilled to announce the ₹1000 crore sales turnover of the confectionery arm of DS Group in the financial year 2023-24. This achievement is a result of our strategic focus on enhancing indigenization, expanding our product portfolio, and having one of the largest distribution networks in the country. Looking ahead, we aim to grow our presence in the chocolate segment while strategically expanding our leadership position in the Indian ethnic confectionery category with innovative products.”

    Championing sustainability efforts, a robust fleet of 800-plus electric vehicles is deployed in the distribution of confectionery products, thereby contributing to a cleaner environment.  The Group is driven towards responsible expansion with intense investments planned in the ESG space. The aim is to govern DS Group through the highest professional and ethical standards lead with integrity, and deliver impact responsibly while maintaining the trust of partners, colleagues and society.

    DS Group’s culture of innovation and commitment to quality is evident across all segments of DSFL’s business. The company has crafted compelling brand narratives and distinct consumer propositions for its key brands like Pulse, Pass Pass, Rajnigandha Pearls, Chingles, Pulse Natkaare, and the recently acquired LuvIt. Despite the competitive nature of the hard-boiled candy market, DSFL’s brand “Pulse” has maintained its position as the market leader for the past eight years. In the competitive Indian Ethnic Confectionery segment, DSFL stands out with its diverse offerings. The “Pass Pass” blend caters to those who enjoy a mix of flavors, while “Rajnigandha Pearls” offers a single-ingredient experience.

    Through continuous innovation, DSFL has successfully transformed the Indian Ethnic Confectionery category into a branded and organized market, providing consumers with unique options to suit their preferences. Leveraging its innate understanding of the flavors and tastes of modern India, the company is strategically contemporizing its ethnic product portfolio while focusing on Gen Z habits, strengthening modern trade channels, capitalizing on influencer marketing, and harnessing new-age technologies to amplify product reach. This accentuates the corporate ideology of ‘Create What is Worth Creating’.
     

  • DS Group enters Limca Book of Records with ‘Pulse of the Sky campaign’

    DS Group enters Limca Book of Records with ‘Pulse of the Sky campaign’

    Mumbai: The confectionery division of Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate, has achieved a remarkable milestone by securing a coveted spot in the prestigious ‘Limca Book of Records 2024’ for its groundbreaking ‘Pulse of the Sky campaign.’ In collaboration with MOMS Outdoor Media Solutions, the campaign soared to new heights by flying a stunning train of 1150 kites on a single line, setting a new record in kite flying.

    Pass Pass Pulse, a candy brand from DS Group, set a record for the most kites flown on a single line during India’s Uttarayan festival in January 2023. The impressive feat of 1150 kites took place against the scenic backdrop of the Rann of Kutch, Gujarat, with a line stretching 1.2 kms and involving 10 enthusiastic participants. This colourful spectacle aimed to capture the essence of the festival – hope, love, and unity.

    Commenting on this remarkable achievement, DS Group business head, confectionery, Jyotiroop Barua said, “It’s an honour to be included in the Limca Book of Records for the ‘Pulse of the Sky Campaign.’ This recognition reflects our commitment to being a global conglomerate that’s driven by innovation and quality and inspires us to raise the industry benchmark with each campaign.”

    With the #PulseOfTheSky campaign, Pass Pulse aimed to inspire a billion hearts to soar higher and embrace the spirit of endless possibilities. This campaign continues Pass Pass Pulse’s journey of captivating audiences with its irresistible tanginess and unwavering dedication to excellence over the last six years.

    DS Group GM marketing, confectionery Ashish Bhargav expressed his excitement by saying, “Pass Pass Pulse has been a category leader and always set benchmarks in the industry. We are immensely proud to be featured in the Limca Book of Records for the ‘Pulse of the Sky Campaign.’ This award honours our dedication to creating innovative, joyful experiences for everyone.  It reflects our ethos of pushing boundaries and inspiring people to dream bigger.”

  • DS Group’s Pulse Candy shines a light on local heroes this World Compliment Day

    DS Group’s Pulse Candy shines a light on local heroes this World Compliment Day

    Mumbai: In celebration of World Compliment Day, Pass Pass Pulse, a prominent hard-boiled candy brand from the DS Group, a multi-business corporation, and FMCG conglomerate, commemorated the occasion with a heartfelt campaign that paid tribute to the local heroes within the society. The ‘Pulse of Compliments’ campaign, this year, adopted a people-centric approach by extending compliments to individuals whose selfless actions serve as the foundation of communities.

    DS Group’s Pass Pass Pulse, in collaboration with White Rivers Media, is currently showcasing billboards that feature The Late Trilochan Singh Ji (Founder, Veerji Ka Dera), Raji Ashok Ji (Chennai’s beloved ‘Auto Akka’), Aditya Kumar Ji (aka ‘Cycle Wale Guruji’), Anoop Khanna Ji (Founder, Dadi Ki Rasoi), Prince Mehra Ji (aka ‘Birdman’), and Ravi Shankar Ji (Founder, Roti Bank) in their respective cities of Delhi, Chennai, Lucknow, Noida, Chandigarh, and Bihar. Although these names may not be universally recognized, the deeds of these individuals eloquently convey the essence of humanity. Through this distinctive campaign, the brand offers a heartfelt tribute to the indomitable spirit of these exceptional souls who went above and beyond for the greater good of society.

    Commenting on this collaboration, DS Group GM, marketing, DS Foods Arvind Kumar expressed, “Having celebrated World Compliment Day four years in a row, this time, Pass Pass Pulse approached it differently by directing focus towards individuals who exemplify selflessness. By harnessing the unique power of compliments, we aim to acknowledge the exceptional contributions of these remarkable individuals. It brings us immense joy to see them receiving the recognition they truly deserve.”

    White Rivers Media co-founder and CCO Mitesh Kothari stated, “Our partnership with Pulse for World Compliment Day transcends traditional advertising. It’s about celebrating welfare heroes and promoting social change through advertising, igniting appreciation for acts of kindness that extend beyond city limits.”

    The campaign was further amplified across social media platforms through compliment card templates on Instagram stories, encouraging users to participate and be the ‘Pulse of Compliments’ by tagging loved ones on their stories whom they wished to compliment. This user-generated content became an integral part of the campaign’s integrated approach, transforming it from a fleeting moment of recognition into a catalyst for change that ignited a ripple of compliments across digital communities.

    Renowned brands like boAt, Magicpin, Ixigo, Dominos, Spicejet Airlines, Book My Show, CultFit, Meesho and Infinix India joined in to extend the Pulse of Compliments to these heroes, deepening the warmth of appreciation, and paying tribute to their exceptional contributions to our society.

    If you happen to be in any of the cities mentioned, be sure to keep a lookout for these heartfelt billboards of our heroes. Let’s come together to honor their remarkable efforts by pausing to appreciate them. By keeping the compliments flowing, let’s continue to nurture a culture of positivity and kindness.

  • DS Group’s Pulse launches new TVC with a new tangy twist

    DS Group’s Pulse launches new TVC with a new tangy twist

    Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Pass Pass Pulse, the nation’s favorite hard-boiled candy. The brand’s foundational message, ‘Pran Jaaye Par Pulse Na Jaaye’, is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take center stage, embodying its essence. Conceptualised by Wunderman Thompson (Delhi), this quirky and fun film highlights the fact that people would do just anything to hide their favorite Pulse candy from others.

    The storyline of the new TVC film by DS Group shows Saurabh Shukla’s hand stuck in a jar. Everyone in the household tries every possible way to take his hand out, but all the efforts go in vain. An X-ray reveals that he is holding onto a Pulse candy hidden inside the jar and not taking his hand out intentionally to hide it from others.

    Commenting on the occasion, DS Group general manager, marketing, DS Foods, Arvind Kumar said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”

    Commenting on the campaign, Wunderman Thompson SVP & ECD Sundeep Sehgal said: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining”.

    The campaign is now live on leading channels, YouTube, social media, and OTTs.

    DS Group is known for its expertise in innovative Indian flavours and fragrances. Pass Pass Pulse, the hard-boiled candy from DS Group stormed this market with its launch in 2015 and since then, is the leading candy brand in India. The tangy twist to the conventional taste makes Pulse an absolute standout! Pulse Candy continuously endeavours to engage with consumers through creative and innovative ways to develop a stronger connection. Launched in 2015, Pulse Candy comes in five mouth-watering flavours, i.e., Kachcha Aam, Guava, Litchi, Orange, and Pineapple. The brand continues to enjoy popularity with the burst of tanginess and a feeling of fun and peculiarity that each flavour commands.

  • DS Group’s ‘Chingles’ gum elevates pranks with playful AI-bot, Master-Lee!

    DS Group’s ‘Chingles’ gum elevates pranks with playful AI-bot, Master-Lee!

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate, has unveiled a unique digital campaign for its popular chewing gum, ‘Chingles.’ This innovative initiative, the ‘Chingles Prankbot’ digital campaign, has been created by Merely Digital and executed in collaboration with White Rivers Media (WRM).

    The #ChinglesPrankbot campaign, set to debut on Instagram and subsequently on other social media platforms, marks a pioneering move as Chingles Gums becomes the first chewing gum brand to introduce an AI-bot specialising in suggesting pranks.

    The central idea behind the campaign is to rekindle the culture of pranks and gags, providing people with a light-hearted escape from stress. Meet Master-Lee, the AI PrankBot designed to recommend harmless and amusing pranks. Master-Lee aims to create a space where individuals find joy in the simple things around them through unique pranks suggested by the bot. Utilizing machine learning, the bot understands users’ preferences and offers personalized prank ideas based on their inputs. Master-Lee’s expertise lies in suggesting unexpected and impactful pranks, encouraging users to engage in laughter-filled moments with their family and friends.

    Announcing the campaign, general manager, DS Foods Ltd (confectionery) Arvind Kumar said “At DS Group, innovation has always been at the core of our approach. With the introduction of the Chingles Prankbot campaign, we are not only providing fun and entertaining elements to our consumers but also establishing Chingles Gum as a trendsetter in the chewing gum category. Master-Lee, AI PrankBot, is a unique and exciting way for people to experience laughter and joy in their everyday lives. We believe this campaign will resonate with our existing customer base and attract new audiences seeking novel and enjoyable experiences in the digital realm.”

    “The quirky and exciting nature of the Chingles Gums’ Master-Lee campaign made it a great experience. This serves as a perfect and fresh example of how brands can maneuver the power of AI to connect with their consumers and create massive buzz online” commented White Rivers Media co-founder and chief creative officer Mitesh Kothari on their radical association.

    To create engagement with the users, the Prank Bot will be introduced, accessible to users through Chingles Instagram DMs, where they can seek prank-related suggestions, and the bot will respond in a fun and quirky manner based on their inputs. Users can share the Prank Bot’s DM responses on their stories. Master-Lee will feature and rate the best prank attempts on the official page, providing recognition and appreciation to participants.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Chingles (@chinglesgums)

     

  • Ds Group is set to usher in Christmas with the launch of CGI video for Pulse.

    Ds Group is set to usher in Christmas with the launch of CGI video for Pulse.

    Mumbai: The confectionery division (DS Foods Limited) of Dharampal Satyapal Group (DS Group), a multi-business corporation and a FMCG conglomerate, is set to usher in the joyous spirit of Christmas with the launch of a Computer-Generated Imagery (CGI) video this season for Pulse.

    In today’s digital era, CGI has become a tool for capturing online consumers’ attention, offering a powerful means of conveying brand messages in creative and visually compelling ways, ultimately enhancing consumer engagement. Recognising the significance of candies and merry-making during Christmas celebrations, Pulse has unveiled a quirky and fun CGI video.

    The video, featuring brand ambassadors Abhishek Banerjee and Saurabh Shukla, unfolds on a bustling road with people strolling and cars in motion. A prominent billboard showcasing the brand ambassadors holding Pulse candy. In a whimsical turn of events, Santa Claus and his sleigh emerge from the clouds, swooping down to pluck a pulse candy from the billboard before disappearing into the sky. The video concludes with a playful message that reads, “Even Santa can’t resist the Tanginess of Pulse. Pran Jaaye Par Pulse Na Jaaye!!”

    Enclosed is the link of the video –

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

    Commenting on the campaign launch, DSFL DS Group GM, Marketing Arvind Kumar expressed, “We are thrilled to launch yet another creative campaign this Christmas. Pulse has consistently demonstrated its dedication to making all celebrations and festivals memorable. ‘Christmas’ is a time of joy and celebration, and we wanted to infuse that spirit into our brand. Pulse’s innovative utilisation of CGI technology exemplifies our unwavering commitment to remaining at the forefront of creativity and engagement. This campaign is our way of spreading happiness and extraordinary moments during the Christmas holiday season.”

  • DS Group’s Pulse redefines Candy Day with #CandyDayThePulseWay

    DS Group’s Pulse redefines Candy Day with #CandyDayThePulseWay

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate is celebrating ‘Candy Day’ with the release of a new social media campaign for its brand, Pulse, under its existing annual property “Candy Day The Pulse Way.”

    Conceptualized by White Rivers Media, the campaign aims to create a lasting impression while enticing consumers to savor the irresistible flavor of Pulse Candy. Setting a new benchmark in creative visual intelligence in advertising, the campaign aims to celebrate Candy Day by showcasing the essence of Pulse Candy and inspiring people to indulge in its tangy delights. The #PulseCandyDay campaign will take its consumers on a visual journey through India’s iconic landmarks. A series of stunning static posts will showcase larger-than-life Pulse Candy integrated into renowned cityscapes, such as India Gate in Delhi, Chhatrapati Shivaji Terminus in Mumbai, Howrah Bridge in Kolkata, Charminar in Hyderabad, the Statue of Unity in Gujarat, and Amer Fort in Jaipur. This creative and visually engaging approach intends to convey that the tanginess of Pulse Candy has already “Taken Over” the nation, leaving a lasting imprint on our collective memory. The campaign aims to continue spreading this tanginess across the nation, inviting people to celebrate #CandyDayThePulseWay. In addition to these visual delights, an interactive contest has been rolled out for its customers, allowing everyone to join in the #CandyDayThePulseWay celebrations.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

    Commenting on this collaboration, DS Group GM, Marketing DSFL Arvind Kumar expressed, “We are elated to introduce yet another captivating and thoughtful campaign within our existing annual digital property, ‘Candy Day The Pulse Way’. Pulse Candy has continuously shown how committed it is to making Candy Day a remarkable and unforgettable event. This year, we highlighted the famous cities of India with the intention of uniting people around the globe and honoring the love that people have shown to Pulse over the years. Through this creative approach to celebrating ‘Candy Day The Pulse Way’, we aim to etch a lasting and treasured memory in the hearts of the consumers.”

    Candy Day, a day dedicated to cherishing sweet moments and spreading happiness, resonates with everyone, and there’s no better way to do that than with Pulse Candy. Known for its signature Tangy Twist, Pulse Candy never fails to bring a smile and a sense of wonder to people’s faces.

    White Rivers Media co-founder and CCO Mitesh Kothari stated, “In collaboration with Pulse, we’ve woven the threads of realism and artistic innovation, as we bring candy-themed wonders to the iconic Indian landmarks integrating sweetness into the heart of our cultural heritage.”

    This Candy Day don’t miss out on the opportunity to drench yourself in the tangy flavor of Pulse Candy and celebrate #CandyDayThePulseWay. Join Pulse Candy on 4 November as they celebrate “Candy Day The Pulse Way” and invite you to share the joy and tanginess with the nation.

  • DS Group releases new TVC on Catch with actor Akshay Kumar

    DS Group releases new TVC on Catch with actor Akshay Kumar

    Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Catch Salt & Spices, to further strengthen its brand positioning with the message, ‘Kyunki Khana Sirf Khana Nahi Hota’. Conceptualized by Dentsu Creative, the film is centered around Catch Hing. Besides the TV channels, the all-new TV commercial will also be amplified across multiple digital touch points including Instagram, Facebook, and YouTube. The TVC features Bollywood superstar, Akshay Kumar with the vibrant and talented Kriti Kharbanda as a co-star, adding a fresh and exciting dimension to DS Group’s marketing efforts.

    The new TVC brings to life the essence of DS Group’s commitment to quality and excellence in the culinary world. It encapsulates the idea that food transcends mere sustenance; it is an experience, a celebration of flavors, and an expression of love. With Hing as the focal point, the commercial emphasizes the brand’s dedication to providing high-quality, authentic, and flavorful products that elevate every meal.

    The new Catch Hing TVC plays on the word ‘Khushboo’ which means ‘Aroma’ and is also a common name in India! The play of words between the two expressions makes the film enjoyable while delivering on the product and brand proposition. The film opens with Kumar, playing the role of a husband, entering a home carrying a bag filled with groceries, including a variety of spices, and informing his wife “Khushboo” that he brought all the groceries from the market. His attention is piqued when he notices a young boy peering into his house, sparking his curiosity about the boy’s intentions. The boy is captivated by the enticing aroma wafting from the kitchen, and upon Kumar’s questioning, he unknowingly says he is attracted to Khushboo (not his wife but Aroma) in the kitchen where Kumar’s wife, Kharbanda, is using Catch Hing for cooking. To correct the misunderstanding Kumar proceeds to introduce the boy to Catch Hing, highlighting its authentic fragrance. In the closing scenes, both men are seen savoring a delicious Indian meal prepared using Catch ‘Hing’ where Kumar delivers the message that ‘Khana sirf khana nahi hota, bigadte mamle ko sambhalne ka zariya bhi hota hai’, which translates to ‘Food is not just food, it’s also a way to handle delicate situations’. It subtly reinforces the essence of Khushboo (aroma) in cooking, enhancing flavor and serving as a crucial indicator of ingredient quality and freshness, thereby adding value – to taste, to the situation, to relationships, etc.

    Renowned Bollywood actor, Kumar expressed, “I am truly excited to continue my association with DS Group and their Catch Hing campaign. ‘Kyunki Khana Sirf Khana Nahi Hota’ has always resonated with me because it emphasizes the deeper significance of food in our lives. Food is not just sustenance; it’s an expression of love, culture, and emotions. With this new TV commercial centered around ‘Hing’, we aim to convey that message even more powerfully. I’m proud to be a part of a brand that values quality and authenticity in the culinary world, and I believe this TVC will further strengthen DS Group’s position as a trusted name in every Indian kitchen.”

    Bollywood actress, Kharbanda expressed, “I am truly honored to join DS Group’s journey in reinforces the essence of ‘Kyunki Khana Sirf Khana Nahi Hota’. The new TV commercial not only celebrates the essence of this message but also introduces the magic of Hing as a culinary game-changer. Having grown up in a household where my mom extensively used Catch masalas in her culinary creations, it’s a source of immense pride for me to be associated with the brand today.”

    DS Spiceco Pvt Ltd. business head Sandeep Ghosh emphasized the importance of spices in Indian cuisine, saying, “We are thrilled to unveil this exciting TVC, which not only reinforces our brand’s core message of ‘Kyunki Khana Sirf Khana Nahi Hota,’ but also showcases the exceptional qualities of our Hing product. Our continued partnership with Akshay Kumar and the introduction of Kriti Kharbanda underscores our commitment to excellence and innovation. We are confident that this TVC will resonate with our customers and reaffirm DS Group as their trusted choice for culinary essentials.”

    Dentsu Creative executive vice president Ujjwal Anand said, “Catch Salts & Spices is a forward-thinking brand, boasting a diverse array of top-notch offerings. With its new strategic direction, the brand aims to explore the profound relationship consumers have with food, promising to disrupt the conventional norms within the competitive market.”