Synopsis:
DS Group-owned Catch Salt & Spices has launched a new television campaign for its Matar Paneer blended spice, introducing an industry-first Flip Top outer pack with a Press Lock feature. The company says the innovation is designed to improve convenience, preserve freshness and enhance the consumer cooking experience.
Catch Salt & Spices, the flagship seasoning brand of the DS Group, has launched a new television campaign to introduce its Matar Paneer blended spice variant, featuring what the company describes as an industry-first Flip Top outer packaging with a Press Lock resealing system.
Designed to address growing consumer demand for convenience and product freshness, the new packaging aims to preserve the aroma of spices while offering easier dispensing, secure resealing and more efficient storage. The campaign will be rolled out across television, digital platforms, social media and OTT channels.
Conceptualised by Dentsu, the campaign is positioned as the first to simultaneously spotlight a packaging innovation and a blended spice variant. Built around Catch’s brand philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” the television commercial is set at a women’s kitty party and features brand ambassador Akshay Kumar alongside actor Rajpal Yadav.
Arnab Ghatak Choudhury, Senior General Manager – Marketing, Catch Salt & Spices, DS Group, said the new packaging reflects the company’s continued focus on consumer-centric innovation.
“Consumers today expect spice packs that are easy to use, convenient to store and capable of retaining freshness and aroma. The Flip Top Pack with Press Lock is designed to meet these evolving needs while reinforcing our commitment to quality and innovation,” he said.
Surjo Dutt, CEO and Chief Creative Officer at Dentsu Creative Webchutney, said the campaign was developed to communicate the packaging innovation through a relatable and engaging narrative. He added that the on-screen chemistry between Akshay Kumar and Rajpal Yadav helps make the message both memorable and culturally relevant while highlighting the product’s freshness benefits.
The launch underscores the growing emphasis among FMCG companies on packaging innovation as a key differentiator, with brands increasingly investing in features that enhance product usability, extend freshness and improve the overall consumer experience alongside product innovation.