ITV

Tag: Kriti Kharbanda

  • 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.”

  • Guest Iin London….Forced comedy

    Guest Iin London is a kind of unofficial sequel to the director Ashwani Dhir’s own 2010 film, Atithi Tum Kab Jaoge? Paresh Rawal played the uninvited guest in Ajay Devgn house in that film. Paresh Rawal is the common factor as the guest in Guest In London. His hosts have changed, though.

    The character of Kartik Aaryan works in London and is at the mercy of his maniacal boss because if he loses his job, his visa would be cancelled, too. Kartik can’t afford this situation because he plans to settle and make a career here. He finds a solution which many Asians are known to use to get permanent visa and that is to marry a local girl.

    It seems there are intermediaries too to fix such temporary marriages. Using the services of one such, Kartik decides to marry the character of Kriti Kharbanda whose bio data has the unique distinction of having two fathers and two mothers! Ergo, she has never known true family love. For sums agreed upon, Kriti agrees to marry Kartik for a period of six months till he gets his visa.

    The authorities in the UK seem to be aware of such visa weddings so Kartik and Kriti have to present themselves in a magistrate’s court to attest that theirs is not one such arrangement. At the court, one who sees through their ploy is the character of Sanjay Mishra, a Pakistani court clerk. The wedding is to take place after 10 days. Meanwhile, Mishra turns out to be the next door neighbour of Kartik and he takes it upon himself to spy on the couple to catch their lie.

    That is when the guests, Paresh Rawal and the character of Tanvi Azmi, come into the couple’s lives. Somehow, the guests drop in at Kartik’s office on the basis that they are the neighbours of one of his uncles! They end up forcing hospitality on the couple since Kriti has also moved in.

    Initially, Kriti and Kartik find the guests useful to make their marriage pact look legit. For their selfish cause, they let the guests take over the reins of the house. Every day is a party as Paresh and Tanvi inculcate the great Indian values into the couple and the mainly their subcontinent neighbours.
    By this time, Kriti feels like she belongs and that she has a family now. She has fallen in love with Kartik and wants their wedding to be for real. That having been achieved since both love each other, the equations change. The couple finds the guests to be an impediment on their lives. They want to get rid of them.

    The justification for Paresh Rawal and Tanvi Azmi’s forcing themselves as guests on Kartik and Kriti has been summed up through an irrelevant sob story and melodrama.

    The film figures in the comedy genre and one is not meant to look for logic in comedy. The problem here is that, even after sacrificing logic, the film fails to create comedy. The scripting is poor and the comic situations are forced and, hence, fail to work. Paresh Rawal’s passing of gas with thunderous sounds is not considered comic anymore. Other attempts at comedy are juvenile. Direction is poor. There is no support from the musical score. Editing is weak. Dialogue fail to evoke laughter except when related to Mishra’s Pakistan connection. The use of Punjabi lacks the flavour.

    Performances are just about passable. Kriti and Kartik make a good pair but the makers fail to create adequate chemistry between the two. Paresh Rawal sails through the film mainly on his reputation of being a great actor; he does not add to that in this film. Tanvi Azmi’s use of Punjabi lets her down. Sanjay Mishra is good as always. Ajay Devgn’s guest appearance serves no purpose.
    Guest Iin London has had poor opening and lacks merits to improve.

    Producers: Kumar Mangat Pathak, Abhishek Pathak.

    Director: Ashwani Dhir.

    Cast: Kartik Aaryan, Kriti Kharbanda, Paresh Rawal, Sanjay Mishra, Tanvi Azmi, Ajay Devgn (Sp Appearance).