Humorous storyline reinforces brand’s philosophy — “Kyunki Khana Sirf Khana Nahi Hota”
New Delhi, September 26, 2025: Catch Spices, a leading brand from Dharampal Satyapal Group (DS Group), has unveiled a new TV commercial (TVC) for Catch Hing, featuring Bollywood stars Akshay Kumar, Rajpal Yadav, and Bindu Dara Singh. Conceptualized by Dentsu Creative, the lighthearted film showcases how Catch Hing’s irresistible aroma can bring people together, staying true to the brand’s core belief: “Kyunki Khana Sirf Khana Nahi Hota.”
The TVC tells the story of a police inspector, played by Akshay Kumar, who cleverly uses Catch Hing to capture a runaway prisoner. Instead of chasing him, he prepares dal at the police station, and the aroma lures the fugitive — portrayed by Bindu Dara Singh — back inside. With Rajpal Yadav adding comic relief as the constable, the narrative reinforces Catch Hing’s power to transform meals into moments of connection. The campaign tagline emphasizes: “Catch Hing daale khane mein jaan… Kyunki khana sirf khana nahin hota, bhule bisro ko vapas lana bhi hota hai.”
Sandeep Ghosh, Business Head – Catch Salt and Spices, DS Group, said: “This TVC highlights the power of food in a memorable way, keeping Catch Hing at the heart of the story. Food is never just about taste; it’s about memories and togetherness, and our campaign conveys this philosophy with humor and relatability.”
Akshay Kumar, brand ambassador for Catch, added: “This film was fun to shoot because it shows how even a small pinch of Catch Hing can make the biggest impact. For Indians, food is emotion and connection, and this TVC captures that beautifully.”
Surjo Dutt, Chief Creative Officer, Dentsu Creative, commented: “Our idea was to show how the aroma of Catch Hing travels beyond boundaries to bring people back to where they belong. It’s a film full of humor, chemistry, and everyday relatability that transforms meals into meaningful moments.”
The TVC went live on September 25, 2025, across leading television channels, YouTube, OTT platforms, and social media.
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