Akshay Kumar & Rajpal Yadav Stir Up Laughter in the Kitchen with a Fresh, Entertaining Take
Mumbai: Dentsu Creative Webchutney and Catch Spices – from the house of DS SpiceCo (a part of the DS Group), have launched a sizzling new edition of the brand’s iconic campaign, ‘Kyunki Khana Sirf Khana Nahi Hota’. This time, it’s bigger, bolder, and bursting with the perfect mix of spice and laughter.
Bringing the perfect mix of spice and humor, this campaign stars none other than Bollywood’s most versatile entertainers, Akshay Kumar and Rajpal Yadav. With their impeccable comic timing, 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 leaves no stone unturned, 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.
Links to the films:
· Haldi:
· Garam Masala:
Commenting on the campaign, 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 commented, “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.”
