Catch Salt & Spices has launched its first television commercial for Catch Premium Iodised Pink Rock Salt, marking an expansion of Dharampal Satyapal Group (DS Group) beyond its established spices and sprinklers category. Conceptualised by Dentsu Creative Webchutney, the campaign is aimed at building awareness for its salt offering and will run across television, digital platforms, social media and OTT services.
The film is set in a neighbourhood play area and follows a casual interaction between two mothers and their children. Within this setting, a young girl explains the origins and features of the product, positioning it within an everyday context. The TVC is scheduled to go live from April 20 across multiple platforms.
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.”
He further added, “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.”
