DS Group launches first TVC for Catch Premium Pink Rock Salt

Catch Salt and Spices, a brand under the Dharampal Satyapal Group (DS Group), announced the launch of its first-ever television commercial for Catch Premium Iodised Pink Rock Salt on April 20, 2026. Conceptualised and created by Dentsu Creative Webchutney, the campaign marks DS Group's communication expansion beyond the spices and sprinklers category.

The TVC features a light-hearted scene set in a neighbourhood play area, where a young girl confidently explains the origins and benefits of Catch Premium Iodised Pink Rock Salt to two mothers and their children. The narrative aims to build awareness about DS Group's offering in the salt category through a relatable, everyday interaction.

Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt and Spices, said: "With the Catch Premium Iodised Pink Rock Salt campaign, DS Group chose a product led narrative that highlights the unique qualities of the Pink Rock Salt in a relatable everyday setting. The film brings out an engaging exchange between two neighbours, subtly showcasing the distinctive features of Catch Premium Iodised Pink Rock Salt, while keeping the brand at the heart of the story. The narrative reinforces Catch's philosophy that 'Kyunki Khana Sirf Khana Nahi Hota,' celebrating the role of the right ingredients in making everyday meals special."

Surjo Dutt, Chief Creative Officer at Dentsu Creative Webchutney, added: "From a creative standpoint at Catch, the intent was to reframe salt from a basic kitchen staple to a more conscious, informed choice through a simple yet engaging narrative. By placing children at the center of the story, we used their unexpected awareness about salt its colour, product benefits etc. to subtly challenge conventional thinking and reflect the shift towards knowledge-led decisions in modern households. The film ultimately lands on the thought that khana sirf khana nahi hota, its a reflection of mindful choices we make every day."

The campaign will be aired across leading television and digital platforms, including social media and OTT.