Catch Salt & Spices, a popular brand from the Dharampal Satyapal Group (DS Group), has continued its association with ZEE’s flagship family reality show SAREGAMA for a second consecutive season. The partnership spans Zee TV and ZEE5, reaching audiences across linear television, connected TV and digital platforms.
To mark World Food Day, the brand joined the show for a special on-set celebration of the bond between food, family and home. With the top 13 contestants away from their families, the activation brought cherished food memories to life as parents shared special recipes with them. Hosted by Shreyas Talpade, the segment mixed warm conversations with the nostalgia of familiar flavours, reinforcing the brand’s proposition, “Kyunki Khana Sirf Khana Nahi Hota.”
An interactive twist added to the fun. Alongside the show’s regular scoring, contestants were evaluated on the Catch Gharwarchi Swaad Meter, while Catch Sprinklers enhanced the tasting experience and tied together food and music in one celebration.
Arnab Ghatak Choudhury, Sr. General Manager, Marketing, Catch Salt & Spices, DS Group, said food has a unique way of bringing people closer, evoking memories and creating a sense of belonging, even far from home. He added that World Food Day offered a meaningful chance to bring this sentiment to life, reminding everyone that the flavours we grow up with are often the ones closest to our hearts.
