The DS Group has a rolled out an extension to its 'Women ka match sirf Catch' campaign for kitchen spices brand Catch.
Conceptualised by Everest Brand Solutions the film shows people coming up with excuses to avoid eating home cooked vegetables. The excuses include a boy conning his sister and transferring some of his vegetables into her plate; a man telling his colleagues that his wife has cooked tinde (Baby Pumpkin) specially for them; another man telling his wife that he's eaten dinner with the client. Vidya Balan then advises people that these situations can be avoided by using Catch 'Sabzi Masala'.
O.P. Khanduja, associate business head, DS Spiceco, said, “With the launch of our TVC for the new ‘Catch Sabzi Masala’ we have changed our ATL strategy from umbrella branding to product focused communication for the brand ‘Catch’. This new TVC is first in its series. The TVC relates and talks directly to the consumer and is conceptualised in a way so that a common man can relate to them. We are confident that the new Catch TVC is clutter breaking in category advertising, which is generally festivity driven or situation led, and will set new trend in this segment”.
Naveen Saraswat, COO, Everest Brand Solutions, said, “This communication is a major step in furthering the strong connect of brand Catch with the contemporary Indian woman and reinforces the brand proposition – 100 per cent Indian woman ka match, sirf Catch.”
Rahul Jauhari, NCD, Everest Brand Solutions, added, “Disinterest in veggies is a reality that homemakers face everyday. As a brand that operates as a homemaker’s ally, it made sense for Catch to take the challenge head on.”
The film is part of a 360-degree campaign.
Client: Dharampal Satyapal Group
Agency: Everest Brand Solutions
Servicing: Naveen Saraswat, Manish Thapliyal
Planning: Nandita Kaushik
Creative: Rumi Mitra
Executive creative director: Samir Chonkar
National creative director: Rahul Jauhari
Director: Pradeep Sarkar
Production house: Apocalypso Filmworks