Catch Salt & Spices, part of the Dharampal Satyapal (DS) Group, has rolled out an industry-first Flip Top outer packaging with Press Lock functionality, launched through a new TVC for its Matar Paneer blended spice variant. Designed for greater convenience and freshness, the packaging preserves the aroma of spices while enabling easy dispensing, secure resealing and effortless storage. The campaign will run across television, digital, social media and OTT.

Conceptualised by Dentsu, the film marks Catch’s first campaign to spotlight both a packaging innovation and a blended spice variant together. Staying true to the brand’s philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” the story unfolds at a kitty party where Akshay Kumar serves up a spread that leaves a guest swooning over its taste, assuming he cooked it himself. When Rajpal Yadav jumps in to claim credit, the moment turns delightfully awkward, before Akshay reveals the real hero: Catch Matar Paneer Masala, sparking a lighthearted laugh all around. The film also weaves in the new Flip Top and Press Lock pack, showcasing how it locks in freshness even after opening.

Arnab Ghatak Choudhury, Sr. General Manager, Marketing, Catch Salt & Spices, said the packaging reflects DS Group’s continued focus on convenience, freshness and quality, reinforcing its promise of simpler, smarter everyday cooking.

Surjo Dutt, CEO and Chief Creative Officer, Dentsu Creative Webchutney, said the campaign aimed to bring the product innovation to life through relatable storytelling, with Akshay Kumar and Rajpal Yadav’s chemistry adding warmth and humour.

The campaign will also see over 1,000 content creators amplifying the packaging’s benefits.