Catch spices adds flip-top pack with press lock, rolls out campaign starring Akshay Kumar

MUMBAI: Fresh thinking has found a fresh lid. Catch Salt & Spices has introduced what it calls an industry first Flip Top outer pack with a Press Lock feature, pairing the packaging upgrade with a new advertising campaign fronted by Akshay Kumar and Rajpal Yadav.

The new pack debuts with the brand’s Matar Paneer blended spice variant and is designed to make everyday cooking more convenient by helping preserve the aroma and freshness of spices while allowing easy dispensing, secure resealing and simpler storage.

Owned by DS Group, Catch said the innovation responds to changing consumer expectations around ease of use and product freshness. The company will support the launch with a nationwide campaign spanning television, digital platforms, social media and OTT services.

Conceptualised by Dentsu Creative Webchutney, the commercial is the first Catch campaign to simultaneously spotlight a packaging innovation and one of its blended spice variants. Built around the brand’s “Kyunki Khana Sirf Khana Nahi Hota” positioning, the film unfolds at a women’s kitty party where Akshay Kumar serves a spread of dishes.

When one guest praises the food’s aroma and taste and jokingly says she wants to kiss the cook’s hands, she assumes Akshay deserves the credit. Instead, he points towards Rajpal Yadav, who eagerly offers his own hands, creating an awkward but comic moment. Akshay then reveals that the real hero is Catch Matar Paneer Masala, with the conversation naturally shifting to the product and its new Flip Top and Press Lock packaging that helps retain freshness even after opening.

Commenting on the launch, DS Group senior general manager, marketing Arnab Ghatak Choudhury said, “At DS Group, consumer convenience has always been at the heart of our innovation. We understand that consumers want spice packs that are easy to use, reseal and convenient to store, while ensuring the spices retain their freshness and rich aroma.”

He added that the new packaging reflects the company’s continued focus on product innovation while making cooking simpler and more enjoyable without compromising on quality or flavour.

Sharing the creative approach behind the campaign, Dentsu Creative Webchutney CEO and chief creative officer Surjo Dutt said the objective was to communicate the packaging benefit through a simple, entertaining and relatable story. He noted that the on-screen chemistry between Akshay Kumar and Rajpal Yadav helps make the film memorable while reinforcing the brand’s promise.

To extend the campaign’s reach, Catch will back the television commercial with an integrated media plan across television, digital, social media and OTT platforms. More than 1,000 content creators will also demonstrate the new packaging’s convenience and freshness benefits, as the brand looks to turn a functional upgrade into a consumer talking point.