Catch Salt & Spices, a part of the DS Group, has unveiled a new regional campaign for Catch Haldi in West Bengal, featuring popular Bengali actor Subhashree Ganguly. The initiative marks the brand’s first Bengali-language campaign fronted by a regional celebrity, underscoring its commitment to connecting with local consumers through culturally relevant storytelling.
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 film celebrates the significance of haldi in Bengali households, highlighting its role not only in cooking but also in traditions, rituals, and family celebrations.
The campaign comes as Catch strengthens its presence in West Bengal, a market where the brand has recorded over 20% annual growth over the last two years. Key markets for the company include Kolkata, Asansol, Durgapur, Bardhaman, and Siliguri, while its rural distribution network continues to expand.
Alongside the campaign, Catch has broadened its seasoning portfolio with products such as Pizza Pasta Seasoning, Chilli Flakes, Oregano, Mixed Herbs, and Magic Masala. The range also features regional offerings including Jeeravan and Podi Masala, catering to diverse consumer tastes.
The integrated campaign will run across television, digital, OTT, and social media platforms, supported by a two-minute brand film, shorter edits, and a special festive version around Jamai Shoshti. Catch has also launched dedicated social media channels for West Bengal as it deepens engagement with consumers in the state.
