Akshay Kumar and Rajpal Yadav star in Dentsu Creative Webchutney’s new Catch Spices campaign

February 26 2025, 6:48 am | BY Adam Shaw | No Comments

Dentsu Creative Webchutney India and Catch Spices – from the house of DS SpiceCo (a part of the DS Group), have launched a new edition of the brand’s ‘Kyunki Khana Sirf Khana Nahi Hota’ campaign.

 

The campaign stars two of Bollywood’s most versatile entertainers, Akshay Kumar and Rajpal Yadav. The duo whips up a delightful concoction of flavors, emotions, and memories, proving that every dish comes with its own drama, joy, and a pinch of unpredictability.

This multi-film campaign is rolling out a powerful 360-degree marketing blitz across TV, digital, print, outdoor, ambient, and point-of-sale activations. With placements in blockbuster shows like Laughter Chef and MasterChef, Catch Spices has ensured its message reaches spice lovers everywhere.

Sandeep Ghosh, Business Head, Spices Division, DS Group, said: “These campaigns aim to resonate with our consumers by showcasing the unique role of Catch spices in elevating everyday meals and creating memorable moments. We believe the humour and relatability of these stories will effectively communicate the brand’s message and drive consumer engagement. Catch Salt and Spices from DS Group, has renewed the engagement with Akshay Kumar with these campaigns and we look forward to a long and fruitful association.”

Akshay Kumar added: “I’m happy to renew my association with Catch Spices, a DS Group brand which is synonymous with Indian kitchens. The philosophy of ‘Khana Sirf Khana Nahi Hota’ deeply resonates with me. Food, for us Indians, is an expression of love and celebration and the Catch brand understands it very well. I’m excited to be a part of this fun campaign that celebrates this unique connection and should resonate with the viewers.”


Surjo Dutt, Chief Creative Officer, Dentsu Creative Webchutney, said: “Food is more than sustenance, it’s an emotion that connects people and creates lasting memories. Our films highlight how food becomes a source of joy, warmth, and togetherness. With Akshay Kumar and Rajpal Yadav, we’ve brought this idea to life with humor and heart. Their chemistry showcases how Catch Spices elevate everyday meals into moments of celebration, transforming flavors into emotions and connections.”

Ujjwal Anand, Managing Partner – North, Dentsu Creative Webchutney, said: “Catch is a progressive brand that has been strengthening its position in the market year on year. We’re confident that this campaign will not only drive brand affinity but also spark meaningful conversations around the role food plays in consumer’s lives. Together, we aim to unlock new opportunities and drive business growth.”

Credits
Client: DS Spiceco Pvt. Ltd.
Brand: Catch Spices
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Kush Malhotra, Abhishek Natoni
Agency: Dentsu Creative Webchutney
Surjo Dutt, Chief Creative Officer
Manzoor Alam, National Creative Head
Abhijeet Ray, National Creative Head
Saahib Jairath, Group Head – Copy
Satinder Singh, Senior Creative Director
Business Team
Ujjwal Anand, Managing Partner
Srikant Ganesh, Senior Vice President
Lalit Singh Bisht, Director
Strategic Planning
Narayan Devanathan – Chief Strategy Officer
Shweta Khosla – Executive Vice President
Films Department
Suprotim Dey – EVP & Head of Films and Production
Aamir Khan – Associate Vice President
Catch Brand Team
Rajeev Jain, Arnab Ghatak Choudhury, Abhishek Chaudhry, Abhishek Ranjan, Manoj Tiwari, Ajay Kumar