Catch is the 100% woman's choice

New campaign created by Everest Brand Solutions has Vidya Balan explaining why she is fully satisfied only with Catch Masala to outline the brand's new positioning

Sohini Sen | Mumbai | December 5, 2013

Click on the image to watch the TVC.

Catch, the well known spices and F&B brand, has launched a new campaign with Vidya Balan as the leading lady. The campaign also marks the introduction of their new strategy and positioning '100% Indian Woman ka Match Sirf Catch'.

Conceptualised by Everest Brand Solutions, the campaign is targeted at the contemporary Indian woman who wants 100 per cent from everything, be it her career, her husband, her life, or even from her food. Finding the perfect match for this philosophy, the brand has appointed Vidya Balan as brand ambassador, as the new age woman who is ambitious and serious about her dreams and desires. Similarly, Catch as a brand has always striven to offer the best to consumers with regard to every aspect of the product. Therefore, celebrating the '100% Indian Woman's' match is the communication platform that Catch is focusing on.

OP Khanduja, Associate Business Head, Dharampal Satyapal Ltd. (Foods Division), said, “Through our newly adopted brand strategy we aim to reach out to contemporary Indian women of modern India. This campaign will feature Vidya Balan, who has worked her way into stardom and in many ways defines the qualities of the 100% Indian woman. This will be a major step forward in establishing Catch as a brand in the hearts and minds of consumers across India and will be an important marketing initiative for Catch. This will go a long way in stamping its superiority over the competition.”

The 45-second TVC starts with Vidya Balan talking to the audience. She tells them how she had dreamt of a job which would let her relax on weekends. She smiles and says that only 40 per cent of it came true. She goes on to say how she had wanted a huge bungalow to live in but got only 50 per cent. She confesses to wishing for a husband who can cook and who will love her and be caring and sensitive. Now that she is married, she knows 90 per cent of that came true. The scene then changes to the food being cooked and how only Catch masalas make the best food – giving her 100 per cent satisfaction with the taste and quality – exactly as she had wished for. The TVC ends with Balan standing next to her numerous awards which she says is just 5 per cent of what she is capable of – showing her ambition for more. The voiceover declares: '100% Indian Woman ka Match Sirf Catch'.

Naveen Saraswat, COO, Everest Brand Solutions, explained, “The objective was to establish an emotional connect with the Indian woman and win her heart. This campaign puts the focus on the contemporary Indian woman.”

“We took the category and the Indian lady very, very seriously. Hence, unlike the song and dance sequence films that are rampant in the category, the Catch Spices campaign acknowledges and applauds the demanding and discerning nature of the contemporary Indian housewife,” added Rahul Jauhari, National Creative Director, Everest Brand Solutions.

The campaign will find space in television, print, POS materials, OOH and engagement plans.

The TVC:

Credits:

Agency: Everest Brand Solutions

National Creative Director: Rahul Jauhari

Creative: Rumi Mitra, Arnab Banerjee, Vineeta Grover

Executive Creative Director: Samir Chonkar

Servicing: Naveen Saraswat, Manish Thapliyal

Director: Lloyd Mathias

Production House: 7films

Sohini.Sen@BestMediaInfo.com

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