Catch Spices has unveiled a new TVC for Catch Hing, featuring brand ambassador Akshay Kumar alongside Rajpal Yadav and Bindu Dara Singh. Conceptualised by Dentsu Creative, the film uses humor and a clever twist to show how the unmistakable aroma of Catch Hing can make food irresistible – and bring people back together.
A Playful Story with a Flavorful Twist
In the ad, Akshay Kumar plays a police inspector who chooses brains over brawn when a prisoner (Bindu Dara Singh) escapes. Instead of chasing him down, the inspector lets the aroma of dal tempered with Catch Hing do the work – luring the fugitive right back to the table. Rajpal Yadav as the constable adds to the comedy, making the film light, engaging, and memorable.
Putting Hing at the Heart of the Brand’s Philosophy
Sandeep Ghosh, Business Head – Catch Salt & Spices, DS Group, said:
“With the Catch Hing TVC, we wanted a light-hearted, product-led narrative that highlights the power of food in a way that sticks. Akshay Kumar, Rajpal Yadav, and Bindu Dara Singh bring humor and relatability to the story while keeping Catch Hing at the center. The film reinforces Catch’s core belief that food is about more than taste – it’s about memories, connections, and togetherness.”
Akshay Kumar added:
“This film was fun to shoot because it shows, in an exaggerated but relatable way, just how powerful Catch Hing’s aroma can be. For Indians, food is not just food – it’s emotion, it’s nostalgia, it’s connection. The TVC captures how even a small ingredient can make the biggest impact.”
Dentsu Creative’s Take
Surjo Dutt, Chief Creative Officer, Dentsu Creative, said:
“Food doesn’t just bring back memories – it brings back people. That was our creative spark. We wanted to show, in a playful and entertaining way, how the aroma of a Catch Hing tadka can travel beyond boundaries and pull people right back to where they belong. Humor, chemistry, and everyday relatability were key to making this story resonate.”
With its blend of humor, cultural resonance, and product-centric storytelling, the campaign positions Catch Hing as more than just a spice – it’s the secret ingredient that turns meals into moments.
