DS Group’s Catch Salt & Spices has unveiled its latest TVC for the Catch Sprinklers range, marking actor Akshay Kumar’s first appearance in this category, alongside comedian Rajpal Yadav in a special role.
The campaign, created by Dentsu Creative Webchutney, follows a humorous narrative where Akshay Kumar tries to impress a woman by serving dishes presented by chefs played by Rajpal Yadav in multiple avatars, including Italian, Delhi street food, and fusion cuisine specialists. Each chef showcases dramatic culinary flair, but the real flavour transformation happens when Akshay subtly uses the Catch Sprinklers seasoning range.
The film ends on a comedic note with a reveal of Rajpal Yadav’s character, followed by the punchline “Raita phail gaya,” which transitions into the introduction of Catch Raita Masala Sprinkler, reinforcing the idea that the range has a seasoning solution for different types of dishes.
Arnab Ghatak Choudhury, General Manager – Marketing, Catch Salt & Spices, DS Group, said the expanded Sprinkler range is designed to align with evolving consumer taste preferences and the growing demand for convenient seasoning formats that enhance everyday cooking. He added that the campaign reflects the brand’s focus on delivering innovative flavour solutions across cuisines, moods, and occasions.
Akshay Kumar highlighted that the campaign creatively showcases the variety within the range and how simple seasoning can enhance everyday meals, making them more memorable through flavour-driven storytelling.
Surjo Dutt, CEO & CCO of Dentsu Creative Webchutney, noted that the film brings together humour and relatability to demonstrate how seasoning can transform ordinary dishes into richer food experiences.
The campaign is being rolled out across television, digital platforms, OTT, and social media to strengthen visibility and engagement for the Catch Spices portfolio.
Send news announcements/press releases to:
editor@thefoundermedia.com
