Catch Salt & Spices has launched its first television commercial for Catch Premium Iodised Pink Rock Salt, marking its entry into TV-led promotion for the category. The campaign, conceptualised by Dentsu Creative Webchutney, extends DS Group’s communication beyond its established spices and sprinklers portfolio.
Set in a neighbourhood play area, the film follows a light-hearted interaction between two mothers and their children. At the centre of the narrative is a young girl who confidently talks about the origins and benefits of Catch Premium Iodised Pink Rock Salt, bringing out the product’s key attributes through a relatable, everyday moment.
The TVC is designed to build awareness for the brand’s salt offering and will be rolled out across television and digital platforms, including social media and OTT, to maximise reach. The campaign is scheduled to go live from April 20 across leading broadcast and digital channels.
Commenting on the campaign, Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt and Spices, said, “With the Catch Premium Iodised Pink Rock Salt campaign, DS Group chose a product led narrative that highlights the unique qualities of the Pink Rock Salt in a relatable everyday setting. The film brings out an engaging exchange between two neighbours, subtly showcasing the distinctive features of Catch Premium Iodised Pink Rock Salt, while keeping the brand at the heart of the story. The narrative reinforces Catch’s philosophy that ‘Kyunki Khana Sirf Khana Nahi Hota,’ celebrates the role of the right ingredients in making everyday meals special.”
Surjo Dutt, Chief Creative Officer – Dentsu Creative Webchutney, said, “From a creative standpoint at Catch, the intent was to reframe salt from a basic kitchen staple to a more conscious, informed choice through a simple yet engaging narrative. By placing children at the center of the story, we used their unexpected awareness about salt:its colour, product benefits etc. to subtly challenge conventional thinking and reflect the shift towards knowledge-led decisions in modern households. The film ultimately lands on the thought that khana sirf khana nahi hota, its a reflection of mindful choices we make every day.”
