Catch Unveils New Campaign with Akshay Kumar and Bhumi Pednekar
Catch Unveils New Campaign with Akshay Kumar and Bhumi Pednekar

DS SpiceCo, a part of the DS Group, has launched a new campaign for Catch Salts and Spices, highlighting its new positioning #Kyunki Khana Sirf Khana Nahi Hota. Conceptualized by Dentsu Creative, the campaign highlights the thought that food encompasses a plethora of creations- memories, bonds, tradition, and values, thereby bringing the brand closer to a consumer’s daily life.

The brand has roped in Akshay Kumar and Bhumi Pednekar to beautifully establish this concept and further emphasize the underlying thought that food is a language that is used to express a myriad of emotions. 

Sandeep Ghosh, Business Head, DS SpiceCo Pvt. Ltd., said, “Spices are the soul of Indian cuisine. We as a brand want to own the consumers’ 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.

Ajay Gahlaut, Group Chief Creative Officer, Dentsu Creative, 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.”

Ajit Devraj, President, Dentsu Creative North said, “Catch Salts and Spices is a progressive brand which is known for its premium quality and wide range of products and is now trying to adopt a new positioning which delves in to consumer’s deep bonding with food. I can already see this breaking the clutter in the sea of sameness in the competitive landscape.

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