Catch Spices ropes in Vidya Balan for its new TVC

The brand is repositioned with the tagline ‘Catch ka koi match nahin. 100%’, the communication is developed around the core product attribute of unmatched quality and innovation

e4m by exchange4media Staff
Updated: Mar 22, 2018 4:09 PM

Catch Spices has rolled out a new spicy TVC with its brand ambassador, Vidya Balan. A premium brand Catch Salts & Spices has been on the vanguard of Indian spices, adapting tradition and adding innovation. Preferred by the contemporary Indian woman, the brand enjoys a pivotal place in Indian kitchens. Repositioned with the tagline, ‘Catch ka koi match nahin. 100%’, the communication is developed around the core product attribute of unmatched quality and innovation.

Vidya, the protagonist of the TVC plays the role of an intelligent wife, who makes her foodie husband cater to her wishes, thanks to the power of Catch spices that she has with her. The film has a humorous plot that revolves around Vidya, who smartly passes on her chores to her husband, who endlessly craves for tasty meals cooked by her.

In a light-hearted script, Vidya’s screen husband requests her to make his favourite dishes. In fact he wants them so badly that he offers to take care of all the work that Vidya has to do. She, good-naturedly, takes full advantage of the situation. When Vidya is complimented on her ability to make her husband do all this, she passes the compliment to Catch Spices – the secret of her fabulous cooking.

Rahul Jauhari, Chief Creative Officer, Everest Brand Solutions, said, “We chose a humorous theme for the TVC with which the audience could identify easily. The film highlights the tagline which emphasizes on the brand ethos. Vidya Balan with her impeccable acting skills has helped spread the message effectively, while maintaining the brand image and essence. We are sure the campaign would click well with our target audience.”

Commenting on the campaign, O P Khanduja, Business Head, DS Spiceco Pvt. Ltd, said, “Catch Salts & Spices’ never-ending quest for quality, the low temperature grinding and no fillers policy guarantee that the flavours and aromas of the spices remain intact, giving them high potency needed to create delectable dishes. With the tagline ‘Catch ka koi match nahin. 100%’, we further reinforce the unmatched value and attributes of the brand to the consumers. The new TVC is a light-hearted take on how the wives use delicious home-cooked food to get their way.”

Agency Credits:
Chief Creative Officer: Rahul Jauhari
Creative Head: Samir Chonkar
Copywriter: Senjuti Mahato & Shivangi Sharma
Account Management: Harish Suvarna, Sonica Arora, Soma Parasher & Jay Thaker

Production Credits:
Production House: Apostrophe Films Pvt Ltd
Director : Koushik Sarkar
Exec. Producer : Hamesh Haridas
Producer : N P Prakash
Cinematographer: K U Mohanan
Music : Shantanu Moitra

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