MAM
SaharaOne appoints Prashant Sharma as national sales head
MUMBAI: On a hiring spree, SaharaOne Television’s team stands complete with Prashant Sharma joining in as national head- sales, who has come on board from Radio City.
SaharaOne Television now comprises Rajeev Chakrabarti as head — marketing, Rajneesh Mathur as head — distribution, Avijit Mitra as head – non-fiction and promos and Kumud Choudhary as head -fiction and films.
Says SaharaOne Television COO Purnendu Bose, “Entertainment has become a far more serious business today and we need to be very careful while selecting the right people for our channel. I am glad that we have such young, energetic and dedicated people in our team. With Prashant Sharma joining, our core team is now complete.”
He further adds that the channel has strengthened its core team with people who have been working with topnotch and globally reputed companies. With the team in place, SaharaOne TV’s agenda is to clearly refurbish itself and reach newer heights.
Sharma has worked with Coca Cola India, Cadbury Schweppes, Gillette India, Standard Chartered Bank and Star India among others.
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.
