NL Corresspondent
Jammu Tawi: DS Spiceco, a part of the DS Group, has launched a new campaign for Catch Salts & Spices, highlighting its new positioning
#Kyunki Khana Sirf Khana Nahi Hota. Conceptualized by Dentsu Creative, the campaign highlights the thought that food encompasses a
plethora of creations- memories, bonds, tradition and values, thereby bringing the brand closer to a consumer's daily life.
The brand has roped in Akshay Kumar and Bhumi Pednekar to beautifully establish this concept and further emphasize on the underlying
thought that food is a language which is used to express a myriad of emotions. “We Indians not just enjoy food, we relish it. I am pleased to be a
part of the brand, Catch Salts & Spices, and its new campaign. Food for me, has always held a larger meaning. It is a delight to portray this
emotion on screen,” said Akshay Kumar.
On the occasion, Bhumi Pednekar reiterated, “Catch Salts & Spices has become a household name with its wide range of products. I believe
that the way to someone's heart is through food and hence resonate with the thought of Kyunki Khana Sirf Khana Nahi Hota”.
Commenting on the campaign, Mr. Sandeep Ghosh, Business Head, DS Spiceco Pvt. Ltd., said, “Spices are the soul of the Indian cuisine. We
as a brand want to own the consumers' kitchen with our range of spices. The new campaign would bring out different nuances of consumer's
interactions with food. I am delighted to welcome Akshay and Bhumi, who have elevated our proposition with their performance”.
On the thought behind the campaign, Ajay Gahlaut, Group Chief Creative Officer, Dentsu Creative, said, “For us food is more than just fuel
for the body, often it's how we express ourselves and how we show care for each other. It is about the bonding and conversations that happen
over food. That's the thought behind this campaign, and I am thrilled to see it finally come to life”.
“Catch Salts & Spices is a progressive brand which is known for its premium quality and wide range of products and is now trying to adopt a new
positioning which delves in to consumer's deep bonding with food. I can already see this breaking the clutter in the sea of sameness in the competitive
landscape” said, Ajit Devraj, President, Dentsu Creative North.
The film opens with a playful duel between a husband and wife and things get heated as the wife gets to know that the cook will be on a leave on Sunday.
Akshay Kumar the caring husband, cooks for his wife, Bhumi Pednekar to rescue the day. The film ends with the thought “Kyunki Khana Sirf Khana Nahi
Hota, Kabhi Nonk Jhonk, Kabhi Pyar Bhi Hota Hai” highlighting that how good food can create moments worth treasuring. This ad film is the first in the multi-
film campaign, with each TVC executed on the core thought of the campaign. Catch Salts & Spices plans to roll out a 360-degree campaign around this with
a series of films, POS, OOH and digital.
