Dharampal Satyapal Group has launched the first-ever television commercial for its product under the Catch brand-Premium Iodised Pink Rock Salt-marking a strategic move beyond its stronghold in spices and sprinklers. Created by Dentsu Creative Webchutney, the campaign aims to build awareness and establish the brand’s presence in the evolving salt category.
The TVC unfolds in a relatable neighbourhood setting, where two mothers and their children engage in a casual conversation. At the centre of the narrative is a young girl who confidently explains the origins and benefits of pink rock salt, subtly educating viewers while keeping the tone light and engaging. By placing a child in the role of an informed voice, the film reflects the growing shift toward knowledge-led decisions in modern households.
The storytelling aligns with Catch’s philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” reinforcing the idea that everyday meals are shaped by thoughtful ingredient choices. Rather than presenting salt as a basic necessity, the campaign reframes it as a conscious, value-driven selection.
Rolling out across television, digital platforms, social media, and OTT, the campaign is designed for wide reach and strong recall. With this launch, DS Group strengthens its portfolio narrative, positioning Catch not just as a spices brand but as a broader kitchen essential-blending product education with relatable storytelling to connect with today’s consumers.
