Ad Campaigns
Catch Spices seasons screens with star-studded, flavourful campaign
MUMBAI: Catch Spices is turning up the heat on Indian kitchens, both on-screen and off! The DS Group’s flagship spice brand has launched two vibrant television commercials featuring Indian cinema superstars Akshay Kumar and Rajpal Yadav, reinforcing its tagline “Kyunki Khana Sirf Khana Nahi Hota” (Food is more than just food).
Conceptualised by Dentsu International and directed by Hemant Bhandari, the ads highlight the transformative power of Catch Turmeric and Catch Garam Masala. One TVC sees a lighthearted mix-up leading to an unexpected yet heartwarming lunch, while the other cleverly plays on the word ‘thanda’ to showcase how Catch Garam Masala elevates bland meals into flavourful feasts.
DS Group business head for spices division, Sandeep Ghosh expressed enthusiasm about the campaign stating, “These TVCs capture the essence of Catch Spices—enhancing everyday meals while creating memorable moments.”
Kumar renewing his association with the brand said, “For Indians, food is an expression of love and celebration, and Catch truly understands this connection.”
The TVCs will be aired across major TV channels, digital platforms, and integrated into hit shows like Laughter Chef and MasterChef. With Catch Spices recently crossing the Rs 1,000 crore feat and clocking an impressive 24 per cent annual growth, the brand continues to expand its reach across millions of Indian households, blending tradition with innovation.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
