MxMIndia

Tag: DS Spiceco Pvt. Ltd

  • VidyaBalan, the protagonist of the TVC plays the role of an intelligent wife, who makes her foodie husband cater to her wishes

    Vidya Balan explains why there is no match for Catch Spices

    By A Correspondent

     

    Catch Spices has rolled out a new TVC with its brand ambassador, Vidya Balan. Repositioned with the tagline, ‘Catch ka koi match nahin. 100%’, the communication is developed around the core product attribute of unmatched quality and innovation.

     

    Commenting on the campaign, O P Khanduja, Business Head, DS Spiceco Pvt. Ltd, said: “Catch Salts & Spices’ never-ending quest for quality, the low temperature grinding and no fillers policy guarantee that the flavours and aromas of the spices remain intact, giving them high potency needed to create delectable dishes.With the tagline ‘Catch ka koi match nahin. 100%’, we further reinforce the unmatched value and attributes of the brand to the consumers. The new TVC is a light-hearted take on how the wives use delicious home-cooked food to get their way.”

     

    Added Rahul Jauhari, Chief Creative Officer, Everest Brand Solutions: “We chose a humorous theme for the TVC with which the audience could identify easily. The film highlights the tagline which emphasizes on the brand ethos. Vidya Balan with her impeccable acting skills has helped spread the message effectively, while maintaining the brand image and essence.  We are sure the campaign would click well with our target audience.

     

     

  • 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 new strategy focuses on product branding

    Spice unveils new campaign promoting masala variety

    By A Correspondent

     

    Catch Salt and Spices has launched a new TVC for its offering ‘Catch Garam Masala’. The communication of new TVC has been developed around the core product attribute of taste, freshness and quality. The new communication tagline- “Khaney pe 100 percent attention, Catch Garam masale se” has been built on the already established positioning of “100% Indian women ka match sirf Catch”.

     

    Featuring Bollywood icon Vidya Balan, the new TVC illustrates that if you want the family to enjoy ‘Roz Ka Khana’ it should be made with ‘Catch Garam Masala’.  It is a TVC that addresses the day to day concern faced by women when family members are not interested in the routine food as it is not exciting enough. The new Catch TVC is clutter breaking in its category focusing, on ‘how to make everyday food, happening’.

     

    Commenting on this occasion OP Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “Brand Catch has always served its customers with outstanding quality and range of products that enables them to connect with the brand. The new TVC relates to the day to day scenario of an Indian household and is conceptualized in a way so that a common man is able to relate to it. Catch has recently shifted its ATL strategy from umbrella branding to being product focused. This new TVC for Catch Garam Masala is second in its series after success of Catch Subzi Masala TVC. A series of more products focused Television commercials are in the pipeline.”

     

    Rahul Jauhari, Group Chief Creative Officer, Everest Brand Solutions said: “Our consistent efforts over the past few years have been to elevate Catch Spices from a being a Spice brand to a partner and solution provider in the housewife’s life. So once again, in this campaign, we picked on a real issue that exists in numerous homes and linked it to the superiority of our spices. ”

     

    The TVC has been created by Everest Brand Solution Pvt. Ltd., and directed by Pradeep Sarkar of Apocalypso productions Pvt. Ltd., who is known for his films like Parineeta, Mardaani etc. while the still shoot has been done by Dabboo Ratnani.

     

    The bigger edit of the TVC encapsulates all three situations, whereas, the smaller edits presents individual situations -with husband reading newspaper, a child playing Lego and a young woman working on a laptop. The script is cut across segment and connects well with audience as their own incidence. The smaller edits will be highlighting the quality feature that “khushbu se mahake har ek niwala”.

     

  • 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.