The DS Group company DS Spiceco has unveiled a new campaign for Catch Salts & Spices that emphasizes the brand's new positioning, "Kyunki Khana Sirf Khana Nahi Hota." The campaign, which was conceptualized by Dentsu Creative, emphasizes the idea that food contains a variety of creations, including memories, connections, traditions, and values. This brings the brand closer to a consumer's day-to-day existence. In order to create this idea and stress the underlying idea that food is a language that is used to express a wide range of emotions, the company has enlisted the assistance of Akshay Kumar and Bhumi Pednekar.
Akshay Kumar stated his affiliation with the company: “We Indians not just enjoy food, we relish it. I am pleased to be a part of the brand, Catch Salts & Spices, and its new campaign. Food for me has always held a larger meaning. It is a delight to portray this emotion on screen". Bhumi Pednekar added, “Catch Salts & Spices has become a household name with its wide range of products. I believe that the way to someone’s heart is through food and hence resonate with the thought of Kyunki Khana Sirf Khana Nahi Hota”.
Mr. Sandeep Ghosh, Business Head, DS Spiceco Pvt. Ltd., commented on the campaign and said, “Spices are the soul of the Indian cuisine. We as a brand want to own the consumers’ kitchen with our range of spices. The new campaign would bring out different nuances of consumers’ interactions with food. I am delighted to welcome Akshay and Bhumi, who have elevated our proposition with their performance”.
Ajay Gahlaut, Group Chief Creative Officer at Dentsu Creative, elaborated on the idea behind the campaign, saying, “For us, food is more than just fuel for the body, often it’s how we express ourselves and how we show care for each other. It is about the bonding and conversations that happen over food. That’s the thought behind this campaign, and I am thrilled to see it finally come to life”.
“Catch Salts & Spices is a progressive brand which is known for its premium quality and wide range of products and is now trying to adopt a new positioning which delves into consumer’s deep bonding with food. I can already see this breaking the clutter in the sea of sameness in the competitive landscape”, Ajit Devraj, President of Dentsu Creative North, concluded.
