Catch Spices has rolled out a campaign 'Kyunki Khana Sirf Khana Nahi Hota' (food is more than just food), featuring actors Akshay Kumar and Rajpal Yadav, to spotlight its Catch Tumeric and Catch Garam Masala products.

Conceptualised by Dentsu Creative, the campaign consists of two films. The films showcase the unique role Catch Spices' Tumeric and Garam Masala play in enhancing the culinary experience while bringing families and people together.

In the first film (above), the film depicts a hilarious mix-up curtosey Yadav as a delivery boy that leads to an unexpected and heartwarming lunch with neighbours, highlighting how food can foster connections. The film ends with Akshay Kumar looking into the camera to say, "Catch Haldi hi laata hai khaane mein asli rang! Kyunki Khaana sirf khaana nahi hota ek dusre ko janne ka bahana bhi hota hai" (Catch: Only turmeric brings real colour to food! Because food is not just food, it is also an excuse to know each other).

The second film, follows a head chef's journey as he highlights the transformative power of Catch Garam Masala, emphasising how it adds true flavour to life while playing on the word thanda (literal meaning vs a reference to bland for thanda). The film ends on a high with the chefs sharing a laugh, emphasising the message: "Catch Garam Masala. Kyunki Khaana sirf khaana nahin hota... Zindagi mein Swaad laana bhi hota hai" (Catch Garam Masala. Because food is not just eating...it is also about bringing taste to life).

What we think about it: Leveraging star power, the ad films seamlessly blend humour with heartfelt storytelling, reinforcing the brand’s message. The engaging narratives showcase how the brand's products enhance both flavour and emotional connections, making food more than just a meal. With strong performances and crisp storytelling, the campaign delivers a memorable mix of entertainment and brand recall.

Sandeep Ghosh, business head, Spices Division, DS Group, said, "We are thrilled to unveil the new Catch TVCs featuring Akshay Kumar and Rajpal Yadav. These campaigns aim to resonate with our consumers by showcasing the unique role of Catch spices in elevating everyday meals and creating memorable moments. We believe the humour and relatability of these stories will effectively communicate the brand's message and drive consumer engagement. Catch Salt and Spices from DS Group, has renewed the engagement with Akshay Kumar with these campaigns and we look forward to a long and fruitful association."

Surjo Dutt, chief creative officer, Dentsu Creative, said, "Food is more than sustenance, it’s an emotion that connects people and creates lasting memories. Our films highlight how food becomes a source of joy, warmth, and togetherness. With Akshay Kumar and Rajpal Yadav, we’ve brought this idea to life with humour and heart. Their chemistry showcases how Catch Spices elevate everyday meals into moments of celebration, transforming flavours into emotions and connections."

The campaign has been released on TV, digital platforms, YouTube and OTT platforms.