Three Seasons, One Winning Partnership: Why Catch Keeps Coming Back to Laughter Chefs

Laughter Chefs brings Catch’s Kyunki Khana Sirf Khana Nahi Hota Campaign to life

As brands increasingly shift from interruptive advertising to contextual storytelling, Laughter Chefs on Colors and JioHotstar has carved a niche as one of the few entertainment properties where brand integrations seamlessly become part of the content. With a phenomenal performance nationwide on television & OTT, the show offers a unique combination of reach, attention, context and delivering effectiveness.

Among the brands that have successfully leveraged this platform is Catch Salt & Spices, the flagship spices brand from DS Group. Through its association across all three seasons, Catch has used the show's celebrity cookery-comedy format to strengthen visibility, improve brand recall and drive consideration among Target audience - women aged 22–40 in SEC AB households targeting key markets in Hindi Speaking belt across India, while benefiting from the show's extensive television and digital reach.

A Natural Brand Fit 

While brand integrations in cooking shows are common, Laughter Chefs blends food, celebrity entertainment, humour, and emotions, enabling brands to become a natural part of the story rather than just product placements. 

“Our association with Laughter Chefs has grown stronger with every season because it has been a natural fit for the Catch brand. Just as every great recipe depends on the perfect blend of spices, Laughter Chefs brings together the perfect mix of entertainment, food, relationships, and emotions,” says Abhishek Chaudhry, Senior General Manager – Marketing, DS Foods Limited (DS Group).

According to Chaudhry, the show's unscripted moments, whether contestants teasing each other while cooking, lending a helping hand or bonding over nostalgic recipes, mirror Catch's core philosophy that food is about much more than just a meal. This has enabled the brand to reinforce its core propositions, 'Kyunki Khana Sirf Khana Nahi Hota'  in an authentic and contextual manner, without relying on overt product messaging.

Delivering Beyond Visibility

For marketers today, successful partnerships are measured not just by exposure but also by its ability to influence consumer perception and drive business outcomes. Catch's three-season association with Laughter Chefs has achieved both.

The partnership delivered a 1.4X increase in brand awareness, 1.5X growth in brand favourability, and a 1.3X improvement in purchase intent. Its sustained presence across television and digital has also contributed to higher sales by strengthening product visibility, recall and consideration among consumers. 

“It is one of the few impact shows to consistently deliver high TVRs across multiple seasons. More importantly, from a media efficiency standpoint, the show has consistently outperformed our projected benchmarks, giving us both strong reach and constant visibility through our product placement on the show. The combination of seamless brand integration and consistent media performance makes it a standout partnership for Catch,” adds Chaudhry.

More Than Product Placement

As branded entertainment evolves, marketers are looking for platforms that deliver both authentic brand integration and measurable business impact. As the #1 non-fiction show, Laughter Chefs combines contextual storytelling with exceptional audience scale, making it a powerful platform for long-term brand building.

Catch's three-season association with the show reflects how the right content partnership can consistently strengthen brand equity while delivering business outcomes. 

And for Catch, that's precisely why Laughter Chefs continues to be our preferred choice.