Catch Hing TVC Starring Akshay Kumar Celebrates Food, Aroma, and Togetherness

Catch Spices, the popular brand under India’s FMCG powerhouse Dharampal Satyapal Group (DS Group), has once again elevated its storytelling with a cleverly crafted new TV commercial (TVC) for Catch Hing. Conceptualized by Dentsu Creative, the ad stars Bollywood superstar Akshay Kumar alongside beloved actors Rajpal Yadav and Bindu Dara Singh, entertaining audiences while highlighting a simple truth: food is never just food- it’s about connection and memories.

A Whiff That Brings People Back

The new Catch Hing TVC unfolds with a delightful and humorous twist. In the story, Akshay Kumar plays a police inspector tasked with catching a runaway prisoner, portrayed humorously by Bindu Dara Singh. Instead of a nerve-wracking chase, the inspector uses a genius tactic: cooking dal with Catch Hing inside the police station. The irresistible aroma escapes through the walls, weaving its way through the neighborhood and tempting the fugitive’s senses beyond the high-security confines. Enticed by the mouth-watering scent, the prisoner can’t resist returning- not to surrender, but to relish the food. Alongside this, Rajpal Yadav lends his impeccable comic timing, enriching the ad’s charm and relatability.

This playful story vividly illustrates the brand’s enduring philosophy: “Kyunki Khana Sirf Khana Nahi Hota,” meaning food is not merely sustenance but a catalyst for rekindling relationships and drawing people together around the table.

Leadership Voices: Committed to Authentic Storytelling

Sandeep Ghosh, Business Head of Catch Salt and Spices at DS Group, explains the vision behind the campaign: “With the Catch Hing TVC, we chose a light-hearted, product-led narrative focusing on how powerful food can be. Our brand ambassador, Akshay Kumar, along with Rajpal Yadav and Bindu Dara Singh, perfectly embody humor and everyday relatability, placing Catch Hing at the narrative’s very core. This film affirms that food goes beyond just taste- it is about the emotions, memories, and togetherness that it fosters.” Ghosh’s words highlight the brand’s continuous effort to blend product messaging with genuine human experiences.

Akshay Kumar on Catch Hing and the Campaign

Akshay Kumar, a cherished face associated with Catch Salt and Spices, shared his enthusiasm for the ad: “I love my association with Catch. The brand’s diverse portfolio and quality products have stood out. This film was fun to shoot because it amplifies, in a light and exaggerated way, how a little bit of Catch Hing can create a powerful aroma- the true hero of the story- strong enough to bring even a runaway back. For us Indians, food is never just about eating; it’s deeply woven into our emotions, memories, and connections. This TVC captures exactly that.” Akshay’s reflections help viewers connect the product to emotional moments in everyday life.

Creative Excellence with Dentsu Creative

The creative minds at Dentsu Creative, led by Chief Creative Officer Surjo Dutt, crafted a concept that seamlessly marries humor, warmth, and universal appeal. “Food doesn’t just bring back memories; it brings back people,” says Surjo Dutt. “That was the core spark behind our new film for Catch Hing. We wanted to show, playfully and entertainingly, how the unmistakable aroma of Catch Hing tadka crosses boundaries and draws all of us back to where we truly belong. The humor, chemistry between the cast, and everyday relatability come together to showcase that Catch Spices elevate more than a meal- they create moments that reconnect us, surprise us, and sometimes even bring us home.”

Multi-Platform Rollout and Audience Reach

The Catch Hing TVC went live on September 25, 2025, across leading television channels, YouTube, OTT platforms, and social media. With this expansive launch strategy, the brand ensures maximum visibility and engagement across urban and semi-urban audiences, meeting consumers wherever they consume entertainment and content today.

More Than Just a Spice: Catch Hing’s Role in Indian Kitchens

Catch Hing has long been a staple in Indian kitchens, known for its distinctive aroma and authentic taste that elevate traditional dishes. Beyond just a product, the brand evokes nostalgia, warmth, and togetherness- emotions that the new campaign beautifully captures. The TVC’s success lies not only in promoting Catch Hing’s unique properties but in rekindling the profound connection food fosters in Indian households.

Through humor, relatable storytelling, and trusted faces, Catch Hing’s new TVC from DS Group successfully conveys that a pinch of this magical spice is powerful enough to do more than just flavor food- it draws people home, back to shared moments and cherished relationships. This campaign reaffirms Catch’s place not just on the shelf but in the heart of India’s culinary and cultural fabric.