DS Group Unveils Innovative Flip Top Spice Packaging Under Catch Brand
Catch Salt & Spices, a brand of the Dharampal Satyapal (DS) Group, has introduced a new Flip Top outer packaging with Press Lock technology for its Matar Paneer blended spice variant, marking what the company describes as an industry-first packaging innovation in the spice category.
The newly designed pack is engineered to improve consumer convenience through easy dispensing, secure resealing and better storage, while helping preserve the freshness, aroma and flavour of the spices. The packaging innovation reflects DS Group’s continued focus on enhancing product usability and extending freshness through functional packaging solutions.
To support the launch, Catch has rolled out an integrated marketing campaign across television, digital, social media and OTT platforms. Conceptualised by Dentsu, the campaign is the brand’s first to showcase both a packaging innovation and a blended spice product in a single communication.
The television commercial features actors Akshay Kumar and Rajpal Yadav, highlighting the practical benefits of the new Flip Top packaging in a humorous storyline built around the brand’s philosophy, “Kyunki Khana Sirf Khana Nahi Hota.”
According to Arnab Ghatak Choudhury, Senior General Manager – Marketing, Catch Salt & Spices, DS Group, the company developed the packaging in response to consumer demand for spice packs that are easier to use, reseal and store while maintaining product freshness and aroma. He added that the innovation reinforces DS Group’s commitment to delivering practical packaging solutions alongside high-quality food products.
Commenting on the campaign, Surjo Dutt, CEO and Chief Creative Officer, Dentsu Creative Webchutney, said the creative concept was designed to communicate the packaging’s functional benefits in an engaging and memorable way, with the chemistry between the two actors helping reinforce the brand’s message.
As part of the campaign rollout, Catch will also collaborate with more than 1,000 content creators across digital and social platforms to demonstrate the convenience, freshness and usability advantages of the new Flip Top packaging, further strengthening consumer awareness of the packaging innovation.
