DS Group’s Catch Salt & Spices has launched a new television campaign for its Sprinklers range, featuring brand ambassador Akshay Kumar along with a special cameo by actor Rajpal Yadav. Conceptualised by Dentsu Creative Webchutney, the campaign will be promoted across television, digital platforms, social media, and OTT channels.

TVC Link: https://youtu.be/ljNibPL46Yk?si=mXX3BnQKgRDJFByM

The campaign film revolves around the idea that the right seasoning can transform an ordinary dish into a memorable food experience. Through a humorous storyline, Akshay Kumar attempts to impress a girl by presenting dishes prepared by chefs from different cuisines, all played by Rajpal Yadav in multiple comic avatars, including an Italian chef, a Delhi street food expert, and a fusion chef.

As the chefs dramatically prepare their dishes, the real flavour twist arrives when Akshay secretly enhances each meal using different variants from the Catch Sprinklers range. The dishes instantly receive positive reactions, highlighting the role of seasoning in elevating taste. The film concludes with a humorous moment where Rajpal’s true identity is exposed, followed by Akshay introducing Catch Raita Masala Sprinkler with the punchline that there is a sprinkler for every dish.

Arnab Ghatak Choudhury, General Manager – Marketing, Catch Salt & Spices, said the campaign reflects evolving consumer preferences for convenient and flavourful seasoning options that enhance everyday meals.

Akshay Kumar said the campaign effectively captures the versatility and authentic taste of the Sprinklers range, while Surjo Dutt, CEO & CCO of Dentsu Creative Webchutney, noted that humour and relatable storytelling were central to making the campaign engaging and memorable.