New Delhi, 09th July, 2026: Catch Salt & Spices, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has unveiled an industry first Flip Top outer packaging, coupled with a Press Lock facility through a new television commercial (TVC) for its Matar Paneer blended spice variant. Developed in response to evolving consumer preferences for greater convenience and freshness, the packaging is designed to help preserve the rich aroma of spices while offering easy dispensing, secure resealing and effortless storage. The campaign will be rolled out across television, digital platforms, social media and OTT.
Conceptualized by Dentsu, this commercial marks the first Catch campaign to simultaneously feature a packaging innovation and a blended spice variant. Rooted in the brand philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” the film is set at a women’s kitty party where Akshay Kumar introduces various dishes.
During the meal, one woman, impressed by the rich taste and aroma, playfully remarks, “Kya Khushboo kya swaad, jee karta hai khana banane wale ke haath choom loon,” believing the food was prepared by Akshay Kumar. Akshay then motions to Rajpal Yadav, who proudly claims the credit and offers his own hands. This is an awkward moment for the lady and then Akshay humorously intervenes to clarify that the actual credit belongs to Catch Matar Paneer Masala, to which the lady sheepishly acknowledges that she obviously knew its Catch Matar Paneer Masala that elevated the dish, leading to a lighthearted group laugh. The commercial also seamlessly integrates the new Flip Top + Press Lock packaging, highlighting its benefit in enabling consumers to maintain freshness and flavor even after the pack has been opened.
Commenting on the campaign, Arnab Ghatak Choudhury, Sr. General Manager, Marketing, Catch Salt & Spices, DS Group said, “At DS Group, consumer convenience has always been at the heart of our innovation. We understand that consumers want spice packs that are easy to use, reseal and convenient to store, while ensuring the spices retain their freshness and rich aroma. The unique packaging is a testament to DS Group’s continued focus on pioneering innovation and ensuring superior product quality and freshness. The campaign reflects our commitment to making everyday cooking simpler, smarter and more enjoyable, while continuing to offer innovative taste solutions for every cuisine, every mood and every occasion because ‘Kyunki Khana Sirf Khana Nahi Hota.”
Surjo Dutt, CEO and Chief Creative Officer, Dentsu Creative Webchutney, said From a creative standpoint, our intent was to bring alive Catch’s product innovation in a way that feels simple, memorable, and entertaining. The new Flip Top Pack with Press Lock Pouch is designed to keep spices fresh and flavour intact, and we wanted the communication to reflect that benefit through a story that’s both engaging and relatable. The evergreen chemistry between Akshay Kumar and Rajpal Yadav adds warmth, humor, and effortless camaraderie, making the film culturally resonant while reinforcing the brand’s promise in an enjoyable way.
To maximise awareness of the TVC and packaging innovation, the campaign will be amplified through an integrated media strategy across television, digital, social media and OTT platforms, supported by collaborations with over 1,000 content creators who will showcase the packaging’s convenience and consumer benefits.
About DS Group
The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.
As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC. DS Group has aligned its financial performance with global ESG priorities with the launch of a pioneering Double Materiality Assessment across all businesses. Further demonstrating its environmental leadership, the DS Group has a water positivity index at 1.8 across its business units in 30 locations of India.
