National, 15th May, 2026: Catch Salt & Spices, one of the popular brands under Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced the launch of its new TVC for the Sprinklers range. Conceptualized and created by Dentsu Creative Webchutney, the campaign marks a significant milestone as it features brand Ambassador Akshay Kumar’s debut in the Sprinklers category TVC, alongside a special cameo by Rajpal Yadav. The TVC will be aired on television and digital platforms, including social media and OTT, ensuring widespread reach among target audiences.
The TVC revolves around the everyday joy of perfecting a dish capturing the belief that a single, well-chosen sprinkler can transform not just a meal but also an entire moment. The TVC follows Akshay Kumar trying to impress a girl by bringing in authentic chefs for different cuisines, played by Rajpal Yadav pretending to be an Italian chef, a Delhi chaat chef and a fusion chef.
While Rajpal dramatically prepares each dish, its authentic taste only comes alive when Akshay secretly adds different variants from the Catch Sprinklers range, leading to impressed reactions every time. The film ends with a comic twist when Rajpal’s original identity is revealed and the girl uses the colloquial term of “Raita phail gaya” to which Akshay wittingly responds by pulling out a Catch Raita Masala Sprinkler to reiterate that there is a sprinkler for every dish.
Commenting on the campaign, Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt & Spices, DS Group said, “By expanding the Catch Sprinkler range, DS Group is evolving its seasoning portfolio to align with the changing culinary tastes while meeting the rising consumer interest for convenience and high-quality formats that elevate routine meals. Through this TVC campaign, we are reinforcing Catch’s commitment to offering innovative taste solutions for every cuisine, every mood and every occasion Kyunki Khana Sirf Khana Nahi Hota.”
Akshay Kumar expressed, “The Catch Sprinkler TVC campaign features a captivating storyline that brilliantly showcases the wide variety of the range and flavours. The storytelling is vivid and true to the authentic taste which comes through with a clarity that matches the actual experience of elevating everyday food moments making them truly special.”
Surjo Dutt, CEO & CCO of Dentsu Creative Webchutney, says, “From a creative standpoint, the intent behind the new Catch Sprinklers film was to celebrate the versatility of taste and how food preferences today are deeply personal. Through a simple slice of life narrative, the film shows how the same dish can transform into an elevated flavour experiences with just a sprinkle. The evergreen chemistry between Akshay Kumar and Rajpal Yadav brings the idea alive with humour, relatability and effortless camaraderie, making the storytelling instantly engaging and resonant.”
About Catch
The Catch brand was introduced by DS Group in 1987 with the launch of a revolutionary table-top Salt sprinkler and the brand has since grown to encapsulate the very essence of cooking which ranges from straight spices to myriad blends and pastes and wholes; across nine categories with more than 140 variants and 330 SKUs. Today Catch products are available in more than 7 lakh retail touchpoints through more than 1500 distributors nationwide. With the changing consumer buying behaviour, Catch Spices has thoroughly studied and capitalized on the evolving trends in modern trade, e-commerce including quick commerce to its advantage. Leveraging these platforms, the company has demonstrated exceptional growth, outperforming industry standards.
With a prominent brand ambassador such as Akshay Kumar, the brand has garnered widespread acclaim for its campaign “Kyunki khana sirf Khana nahi hota.” This positioning of “Khana Sirf Khana Nahi Hota” highlights the thought that food encompasses many emotions – memories, bonds, tradition, and values, bringing the brand closer to a consumer’s daily life – beyond merely functional to an emotional connection. Leveraging the trends in the market, Catch Spices has increased its focus on digital marketing to cater to its consumers. The brand has also forged successful partnerships and initiatives to enhance market penetration, including co-promotion initiatives with consumer brands and trade loyalty programs.
