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.”