MAM
MPG bags Gufic Bisciences’ media account
MUMBAI: MPG India, the flagship brand of Havas Media, has been given the media account of Gufic Biosciences Ltd (GBSL), a Mumbai-based biosciences company that focuses on pharma and personal hygiene products.
MPG‘s appointment will extend through all its key brands including soon-to-be launched Relieve and Relax.
Commenting on the win, GBSL vice president, marketing and sales Anil Kamath said, “The team at MPG showed a thorough understanding of the categories that we operate across. Given the nature of the brands and the high clutter in the space, it is not always easy to come up with innovative solutions, but MPG team did just that.”
CEO of Havas Media, India Anita Nayyar averred, “It is a great opportunity for MPG to be associated with Gufic. The personal hygiene industry is on an upswing given the consumer is getting more and more concerned and conscious both about health and hygiene. We are confident that our product offering will add value to the business and our knowledge in the category will get enriched by working with Gufic.”
GBSL operates across many categories in India including pharmaceutical and personal hygiene. The company‘s key consumer brands are Roll-on, Shapers and Stretchnil.
MAM
Catch launches TVC for iodised pink rock salt push
DS Group expands beyond spices with campaign going live April 20
MUMBAI: A pinch of salt just got a personality and a prime-time slot to match. Catch Salt & Spices, part of the Dharampal Satyapal Group, has rolled out its first television campaign for Catch Premium Iodised Pink Rock Salt, signalling a clear step beyond its core spices and sprinklers play. Conceptualised by Dentsu Creative Webchutney, the campaign leans into a product-led narrative, aiming to build awareness in the relatively less-explored salt segment. The film goes live from April 20 across television and digital platforms, including social media and OTT, as the brand seeks scale and visibility.
Set in a neighbourhood play area, the TVC swaps hard selling for a slice-of-life moment. Two mothers chat while their children hover nearby until a young girl takes centre stage, confidently breaking down the origins and benefits of pink rock salt. The message lands softly but clearly: even everyday ingredients now come with a story.
The creative pivot reflects a broader shift in consumer behaviour. Salt, long treated as a commodity, is being reframed as a conscious choice part health cue, part lifestyle signal. By placing a child at the centre of the narrative, the film plays on the idea that awareness is no longer confined to adults; it’s trickling down, reshaping household decisions.
For DS Group, the campaign marks more than a product launch, it’s a category expansion. With Catch already established in spices, the move into salt positions the brand to tap into adjacent kitchen essentials, while reinforcing its long-standing thought that food is more than just fuel.
In a market where differentiation is often hard to sprinkle in, Catch is betting that storytelling and a dash of everyday relatability can do the heavy lifting.
