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The Leela Hosts Writers and Ideas at Jaipur Literature Festival 2026
MUMBAI: When Jaipur’s ideas were flying thick and fast, The Leela made sure there was a stylish pause between the paragraphs. As the Jaipur Literature Festival 2026 returned from January 15 to 19, The Leela Palaces, Hotels and Resorts partnered with the event to curate a layered cultural experience that married literary exchange with hospitality. At the heart of the association was A Literary Sojourn, a festival stay concept that offered curated access, immersive programming and The Leela’s signature attention to detail.
Over five days, The Leela Palace Jaipur hosted the Author’s Lounge, designed as a calm counterpoint to the festival’s buzzing sessions. Writers, thinkers and creators gathered here for conversations, music showcases and storytelling, while a wellness corner by Aujasya Spa introduced moments of quiet reset amid the intellectual marathon.
The space quickly became a favoured retreat. Actor and folk-pop singer Ila Arun described it as a mood-lifter, praising the balance between indulgence and lightness, from thoughtfully planned meals to the warmth of personalised service. Cultural writer Tripti Pandey echoed the sentiment, noting the lounge’s scale, the addition of spa experiences and the refined ambience that set it apart from conventional festival spaces.
Beyond discussions, the partnership extended into food as storytelling. Guests experienced a rotating culinary journey across The Leela Palace Jaipur’s dining venues from global and Rajasthani flavours at the Aravalli Dining Room, to modern Asian plates and botanical cocktails at the Amber Terrace, candlelit royal Indian degustations, Mediterranean-inspired menus at the Peacock Lounge, and heritage-style drinks at the Jharokha Bar.
The festival’s finale unfolded with the Writers’ Ball on January 19, hosted at The Leela Palace Jaipur. Literary figures and cultural voices gathered for an evening of conversation, live performances and celebration, with musician Kutle Khan taking centre stage as hospitality and cuisine anchored the night.
As Jaipur once again lived up to its reputation as a crossroads of ideas, The Leela’s JLF partnership positioned hospitality not as a backdrop, but as part of the narrative offering spaces to pause, reflect and reconnect before turning the next page.
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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.
