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Tag: Ds spiceco

  • 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.”

  • Catch partners with Dentsu Creative to launch a new campaign

    Catch partners with Dentsu Creative to launch a new campaign

    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.

  • Catch launches new campaign created by Dentsu creative Impact

    Catch launches new campaign created by Dentsu creative Impact

    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.’’