Catch, the spices brand of the Dharampal Satyapal Group, has roped in Vidya Balan as brand ambassador and launched a new campaign featuring the actor. Themed '100 per cent Woman ka Match sirf Catch', the film has been conceptualised by Everest Brand Solutions.
The TVC opens on the sets of a film. Balan, playing herself, tells viewers that she was looking for a job in which she did not have to work weekends. She's interrupted by someone shouting 'Shot ready', prompting her to answer that only 40 per cent of her wish has come true. The scene then cuts to her house. As she enters, Balan says that she had thought she would have a big bungalow with a kitchen garden and a huge lawn, but only 50 per cent of that has come true. The next scene shows her sitting at a dining table. She says she thought she would get a husband who is caring, sensitive and one who could cook well. Even before she completes her sentence, there's a sound of vessels falling, which prompts her to say that she got 90 per cent of that wish. A voice over then introduces Catch's range of masalas with the promise of ‘100 per cent’ satisfaction to users.
OP Khanduja, associate business head, Dharampal Satyapal (foods division), said, “Through our newly adopted brand strategy we aim to reach out to the contemporary Indian women of modern India. This campaign will feature Vidya Balan, who has worked her way into stardom and in many ways defines the qualities of the 100 per cent Indian woman. This will be a major step forward in establishing Catch as a brand in the hearts and minds of consumers across India and will be an important marketing initiative for Catch. This will go a long way in stamping its superiority over the competition."
Naveen Saraswat, COO, Everest Brand Solutions, added, “The objective was to establish an emotional connect with the Indian woman and win her heart. This campaign puts the focus on the contemporary Indian woman.”
Rahul Jauhari, NCD, Everest Brand Solutions, added, “We took the category and the Indian lady very, very seriously. Hence, unlike the song and dance sequence films that are rampant in the category, the Catch Spices campaign acknowledges and applauds the demanding and discerning nature of the contemporary Indian housewife.”
Client: Dharampal Satyapal Group
Agency: Everest Brand Solutions
Servicing: Naveen Saraswat, Manish Thapliyal
Creative: Rumi Mitra, Arnab Banerjee, Vineeta Grover
Executive creative director: Samir Chonkar
National creative director: Rahul Jauhari
Director: Lloyd Mathias
Production house: 7films
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