Catch Salt & Spices, part of Dharampal Satyapal Group (DS Group), has introduced a squeezy bottle for its Ginger Garlic Paste, backed by a new television commercial conceptualised by VML India. Built around the line “Squeezy Hai, Easy Hai,” the campaign highlights the convenience of packaged ginger garlic paste and will run across television, digital and social media platforms across India.
The film features a working woman getting ready to cook before a morning meeting. She takes a bowl of homemade ginger garlic paste from the refrigerator, but it slips from her hands and spills on the floor. Left with raw ginger and garlic, she faces the prospect of peeling, chopping and grinding all over again. The Catch squeezy bottle steps in as the easy alternative, letting her carry on with her morning and underlining the time and storage effort that homemade paste demands.
Arnab Ghatak Choudhury, Sr. general manager, Marketing, Catch Salt & Spices, DS Group, said packaged ginger garlic paste is among the fastest-growing kitchen categories, with consumers wanting convenience without compromising on taste. He noted that the paste has a thick, grainy texture like traditional homemade paste, and called the bottle a first in India in this category.
Babita Baruah, CEO, VML India, said the squeezy format is a simple packaging innovation solving a genuine kitchen friction. The bottle is available across India through general trade, modern trade and leading quick-commerce platforms, with point-of-purchase visibility at retail.
