Catch Salt & Spices has launched a new regional campaign for Catch Haldi in West Bengal, featuring actor Subhashree Ganguly. The initiative marks the brand’s first campaign created in Bengali and its first collaboration with a regional celebrity for the state.
Conceptualised by Dentsu, the campaign adapts Catch’s brand philosophy, ‘Kyunki Khana Sirf Khana Nahi Hota’, into Bengali as ‘Karon Khabar Shudhu Matro Khabar Hoye Na’. The communication highlights the significance of haldi in everyday cooking, family traditions and festive celebrations across Bengali households.
The campaign forms part of the company’s broader strategy to strengthen its footprint in West Bengal, a market where Catch says it has achieved more than 20 per cent year-on-year growth over the past two years. Key markets for the brand include Kolkata, Asansol, Durgapur, Bardhaman and Siliguri, while the company is also expanding its reach across rural areas.
Alongside the campaign launch, Catch has expanded its seasoning portfolio with new sprinkler variants, including Pizza Pasta Seasoning, Chilli Flakes, Oregano, Magic Masala and Mixed Herbs. The company has also introduced regional flavours such as Jeeravan (Poha Masala) and Podi Masala to cater to evolving consumer preferences.
Speaking on the development, Sandeep Ghosh, Business Head, Catch Salt & Spices, DS Group, said, “West Bengal continues to be a key market for Catch Salt & Spices. With a rich culinary heritage and deep emotional connection with food, it offered us the perfect canvas to tell a story rooted in local culture while staying true to our larger brand philosophy. Through this campaign for Catch Haldi and our continued portfolio expansion, we aim to deepen consumer engagement across the state while catering to evolving taste preferences.”
The campaign will be rolled out across television, digital platforms, social media and OTT channels. It includes a two-minute brand film, shorter edits and a festive version aligned with the celebration of Jamai Shoshti. The company has also launched dedicated social media pages tailored for audiences in West Bengal.
Sharing her thoughts on the campaign, Subhashree Ganguly said, “What I loved most about this film is how authentically it reflects Bengal, our food, our traditions and the emotions attached to them. Haldi is such an inseparable part of our kitchens and celebrations. This story beautifully captures how food connects generations and memories. I’m delighted to partner with Catch on a campaign that feels so personal, familiar and close to home.”
Launched in 1987 with its table-top salt sprinkler, Catch has since expanded into multiple spices and seasoning categories. The company states that its products are available through more than seven lakh retail outlets across India.
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