MxMIndia

Tag: Catch

  • The new Catch Hing Ka Tadka TVC captures an element of human behavior with the tagline – 'Ab India Lagaye Catch Hing Ka Tadka'

    Catch Hing plays to the ‘tadka’ tune in new TVC

    By A Correspondent

     

    Catch has unveiled a new TVC for Catch Hing. India has a long tradition of using Hing (asafetida) and is used widely in cooking, be it as a flavor enhancer, pickles or tempering.

     

    The new Catch Hing TVC is play on the very word ‘tadka’ giving it a humorous twist, a touch of wit with an amusing story of  how a small incident gets tadka at every point and  grows out of proportion when it travels from one mouth to another, much like the oft played ‘Chinese Whispers.’ A harmless incident takes a hilarious turn by the time it reaches its conclusion with people often ‘spicing’ up things, while repeating them. The new Catch Hing Ka Tadka TVC captures this element of human behavior with the tagline – ‘Ab India Lagaye Catch Hing Ka Tadka.’

     

    Commenting on this occasion, OP Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “The Catch Brand is an established household name and with Catch Hing we are now offering the best quality Hing to give a flavorsome tadka to food. We hope to make a real impact through humour and irreverence and catch the imagination of the Indian public through a TVC that falls in the genre of a light-hearted comedy and aims to extract humour and laughter  from everyday incidents in our lives.”

     

    Rahul Jauhari, Group Chief Creative Officer, Everest Brand Solutions added, “Advertising needs to be as entertaining as it needs to be convincing. So we used a potent combination of both to drive home the superiority and scale of Catch Hing. The brand has been consistent on its communication path and has gone from strength to strength every year. We hope to see these campaigns do the good job the previous ones have done.”

     

  • The film shows people coming up with interesting excuses in order to avoid eating boring vegetables

    Everest Brand Solutions unveils new campaign for Catch

    By A Correspondent

     

    The DS Group has released a new campaign for their kitchen spices brand Catch. This is a continuation of the brand campaign themed ‘100 per cent Woman ka Match sirf Catch’ released in end 2013. The film has been conceptualized by Everest Brand Solutions.

     

    This communication extends the brand proposition of ‘100 per cent Indian woman ke masale – Catch masale’ to specific products/blends, more specifically, Catch Sabzi Masala.

     

    The film shows people coming up with interesting excuses in order to avoid eating boring vegetables. The reasons are spontaneous, funny and real. Vidya Balan advises the homemaker to use Catch Sabzi masala to cook the vegetables. As the brand endorser and friend of the Indian woman, she knows every trick in the book and turns the tables in the homemakers’ favor with Catch Sabzi Masala.

     

    O.P. Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd 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 conceptualized 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% Indian woman ka match, sirf Catch.”

     

    This film shall be supported by a complete 360-degree campaign including print ads, POS, outdoors, engagement plan. etc.