Akshay Kumar Stars In Catch Hing’s New Film That Brings Humor And Aroma To The Table

Aroma As The Hero

Catch Spices has unveiled a fresh TVC for Catch Hing with a storyline that places the product right at the center. Conceptualised by Dentsu Creative, the film delivers humor, nostalgia, and a reminder that food is never just food but a bond that ties people together. The ad highlights how the aroma of Catch Hing transforms an everyday dish into something powerful enough to bring people back.

A Clever Twist With Akshay Kumar

The narrative stars Akshay Kumar as a witty police inspector who takes an unconventional route to catch a runaway prisoner played by Bindu Dara Singh. Instead of chasing him, Kumar uses the aroma of dal cooked with Catch Hing to lure him back. Rajpal Yadav as the constable adds to the comic relief, creating a light-hearted and memorable story that keeps audiences engaged.

Brand Philosophy At The Core

Sandeep Ghosh, business head of Catch Salt and Spices at DS Group, explained the vision behind the campaign. He noted that the story was designed to be fun and relatable while keeping the product at the heart of the narrative. Catch’s philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” shines through as the film emphasizes how food builds memories, connection, and togetherness.

The Stars On The Campaign

Akshay Kumar shared his excitement about the project, highlighting how a small pinch of Catch Hing can create a big impact. He said that food is more than nourishment for Indians, it is emotion, memory, and connection. Rajpal Yadav and Bindu Dara Singh’s performances bring additional humor and charm, making the film a wholesome watch.

Creative Insight

Surjo Dutt, chief creative officer of Dentsu Creative, explained the inspiration behind the concept. The campaign reflects the belief that food doesn’t just bring back memories but also brings back people. By showing how the distinct aroma of a Catch Hing tadka can cross boundaries and draw people home, the film delivers a blend of entertainment, relatability, and strong product focus.

A Flavorful Reminder

With its engaging narrative and star power, the Catch Hing TVC reinforces that the smallest ingredient can create the biggest impact. The campaign not only strengthens Catch Spices’ positioning but also deepens its connection with everyday Indian households.

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