Ad Craft

Catch Spices get you to eat your veggies

With the latest campaign, DS Group changes its ATL strategy from umbrella branding to product-focused communication for brand Catch

BestMediaInfo Bureau February 04, 2015

Catch Spices get you to eat your veggies

With the latest campaign, DS Group changes its ATL strategy from umbrella branding to product-focused communication for brand Catch

BestMediaInfo Bureau | Mumbai | February 4, 2015

Click on the image to watch the TVC.

DS Group has released a new campaign for their kitchen spices brand Catch. Vidya Balan continues as the brand endorser, while the ad film has been conceptualised by Everest Brand Solutions.

The film shows people coming up with interesting excuses in order to avoid eating boring vegetables. Vidya Balan advises the homemaker to use Catch Sabzi Masala to cook the vegetables. As the brand endorser and friend of Indian women, she knows every trick in the book and turns the tables in the homemakers’ favour with Catch Sabzi Masala.

This campaign is a continuation of the brand campaign themed ‘100 per cent Woman ka Match Sirf Catch’ released in 2013. This communication extends the brand proposition to specific products/ blends, more specifically, Catch Sabzi Masala.

OP Khanduja

Commenting on the ad, OP Khanduja, Associate Business Head, DS Spiceco, said, “With the launch of our TVC for the new Catch Sabzi Masala, we have changed our ATL strategy from umbrella branding to product-focused communication for brand Catch. This new TVC is the first in its series. The TVC relates and talks directly to the consumer and is conceptualised in a way so that a common man can relate to them. We are confident that the new Catch TVC is clutter breaking in category advertising, which is generally festivity driven or situation-led and will set a new trend in this segment.”

Naveen Saraswat, COO, Everest Brand Solutions, added here, “This communication is a major step in furthering the strong connect of brand.”

Rahul Jauhari

Rahul Jauhari, NCD, Everest Brand Solutions, remarked, “Disinterest in veggies is a reality that homemakers face every day. As a brand that operates as a homemaker’s ally, it made sense for Catch to take the challenge head on.”

This film will be supported by a 360-degree campaign including print ads, PoS, outdoor and an engagement plan.

The TVC:

[youtube]https://www.youtube.com/watch?v=gTuhJ7etB40[/youtube]

Credits:

Client: Dharampal Satyapal Group

Agency: Everest Brand Solutions

National Creative Director: Rahul Jauhari

Executive Creative Director: Samir Chonkar

Creative: Rumi Mitra

Servicing: Naveen Saraswat, Manish Thapliyal

Planning: Nandita Kaushik

Director: Pradeep Sarkar