Akshay Kumar, Rajpal Yadav and Bindu Dara Singh star in Catch Hing TVC

Catch Spices, a brand under Dharampal Satyapal Group (DS Group) has launched a new TV commercial (TVC) for Catch Hing. The TVC features Bollywood stars Akshay Kumar, Rajpal Yadav and Bindu Dara Singh. Conceptualized by Dentsu Creative, the TVC for Catch Hing uses a humorous story to show how its irresistible aroma brings people back to the table, reinforcing the brand's philosophy, "Kyunki Khana Sirf Khana Nahi Hota.”

The Catch Hing TVC presents a playful take on how food, when prepared with Catch Hing, becomes impossible to resist. In the story, Police Inspector Akshay Kumar finds a clever way to catch a runaway prisoner. Instead of giving chase, he cooks dal with Catch Hing at the police station. The delicious aroma escapes through the walls, luring the prisoner back. The humour peaks when the fugitive, played by Bindu Dara Singh, is compelled to return to the police station just for a taste of the dal. Constable Rajpal Yadav adds to the comic timing, making the film engaging and memorable. Through this playful storyline, the film conveys that Catch Hing’s strength lies not just in elevating food, but in rekindling connections and drawing people back to the table. The core message is “Catch Hing daale khane mein jaan… Kyunki khana sirf khana nahin hota, bhule bisro ko vapas lana bhi hota hai.”

Commenting on the campaign, Sandeep Ghosh, Business Head, Catch Salt and Spices, DS Group, said, “With the Catch Hing TVC, we chose a light-hearted, product-led narrative that highlights the power of food in a memorable way.   Our brand ambassador, Akshay Kumar, alongwith Rajpal Yadav and Bindu Dara Singh bring humour and relatability to the story while keeping Catch Hing at the heart of the narrative. The film underlines the philosophy of Catch that food is never just about taste; it is about connection, memories and togetherness while keeping the product firmly at the core.”

Akshay Kumar expressed, “I love my association with Catch Salt and Spices. The brand has a varied portfolio with good quality products.  This film was fun because it shows what a small pinch of Catch Hing can do in a light and exaggerated way. The aroma becomes the hero, strong enough to bring even a runaway back to the table. For us Indians, food is never just food, it’s an emotion, a memory, a connection. The TVC is about how the smallest ingredient can create the biggest impact.”

Surjo Dutt, Chief Creative Officer, Dentsu Creative, said, “Food doesn’t just bring back memories, it brings back people. That was the spark behind our new Hing film for Catch Spices of DS Group. We wanted to show, in a lighthearted and entertaining way, how the unmistakable aroma of a Catch Hing tadka has the power to travel beyond boundaries and pull people right back to where they belong. The humor, the chemistry, and the everyday relatability all come together to show that Catch Spices don’t just elevate meals, they turn them into moments that connect us, surprise us, and sometimes even bring us home.”

The TVC will go live from 25th September 2025 across leading television channels, YouTube, OTT platforms and social media, etc.