Dharampal Satyapal Group has unveiled its first-ever television commercial for Catch Salt & Spices’ Catch Premium Iodised Pink Rock Salt, signalling an expansion of its communication strategy beyond its established spices and sprinklers portfolio. Conceptualised and created by Dentsu Creative Webchutney, the campaign is designed to build awareness for the brand’s entry into the salt category through a multi-platform rollout.
The TVC is being aired across television and digital channels, including social media and OTT platforms, ensuring widespread reach among target audiences. This integrated media approach reflects a shift towards converged consumption, where brands aim to maintain visibility across both traditional and digital ecosystems.
The film is built around a relatable, light-hearted scenario set in a neighbourhood play area. It features two mothers engaged in conversation while their children interact nearby. The narrative centres on a young girl who confidently explains the origins and benefits of Catch Premium Iodised Pink Rock Salt. Through this interaction, the campaign subtly communicates the product’s distinctive attributes, using an everyday setting to reinforce familiarity and trust.
The campaign adopts a product-led storytelling approach, positioning the salt as a differentiated choice within a largely commoditised category. By embedding product education within a slice-of-life narrative, the TVC aims to balance information with relatability, making the messaging accessible to a broad audience base.
Arnab Ghatak Choudhury, general manager, marketing, Catch Salt and Spices, said, "With the Catch Premium Iodised Pink Rock Salt campaign, DS Group chose a product led narrative that highlights the unique qualities of the Pink Rock Salt in a relatable everyday setting. The film brings out an engaging exchange between two neighbours, subtly showcasing the distinctive features of Catch Premium Iodised Pink Rock Salt, while keeping the brand at the heart of the story. The narrative reinforces Catch’s philosophy that ‘Kyunki Khana Sirf Khana Nahi Hota,’ celebrating the role of the right ingredients in making everyday meals special."
Surjo Dutt, chief creative officer, Dentsu Creative Webchutney, added, "From a creative standpoint at Catch, the intent was to reframe salt from a basic kitchen staple to a more conscious, informed choice through a simple yet engaging narrative. By placing children at the center of the story, we used their unexpected awareness about salt its colour, product benefits etc. to subtly challenge conventional thinking and reflect the shift towards knowledge-led decisions in modern households. The film ultimately lands on the thought that khana sirf khana nahi hota, its a reflection of mindful choices we make every day."
The creative direction reflects a broader industry trend of repositioning everyday commodities through storytelling that emphasises awareness, choice, and informed consumption. By using children as narrative drivers, the campaign introduces an element of surprise while reinforcing evolving consumer behaviour in modern households.
The TVC went live on 20th April across leading television and digital platforms, including social media and OTT, marking a coordinated launch designed to maximise reach and engagement. The initiative underscores DS Group’s focus on expanding brand presence within new product categories through integrated, insight-driven communication.
Founded in 1929, Dharampal Satyapal Group operates across multiple sectors including food and beverage, confectionery, mouth fresheners, hospitality, agri, and luxury retail, with a diverse portfolio of brands such as Catch, Pulse, Pass Pass, and Rajnigandha.
