Catch Pink Rock Salt: DS Group Redefines Salt in Smart Film

Somen Halder 20 April 2026 Marketing & Campaigns

Catch Salt & Spices Unveils TV Commercial for Premium Iodised Pink Rock Salt

Catch Salt & Spices, a brand under the Dharampal Satyapal Group (DS Group), has expanded its product line with the introduction of their first-ever television commercial for Catch Premium Iodised Pink Rock Salt. This move signifies the brand's foray into the broader salt segment, diversifying from their existing spices and sprinklers range. The campaign, created in collaboration with Dentsu Creative Webchutney, aims to raise awareness about the unique qualities of the salt offering through a captivating and relatable storyline.

The TVC, set to be broadcasted on television and digital platforms such as social media and OTT channels, unfolds in a charming neighborhood play area. The narrative revolves around a heartwarming interaction between children and their mothers, effectively showcasing the origin and benefits of the Pink Rock Salt in an easily accessible manner. The storyline encapsulates the essence of the product, emphasizing its distinctiveness in a subtle yet engaging way.

Arnab Ghatak Choudhury, General Manager, Marketing at Catch Salt and Spices, shared insights on the campaign, stating, "The Catch Premium Iodised Pink Rock Salt campaign focuses on highlighting the unique qualities of the product in a familiar, everyday scenario. The storyline unfolds through a delightful exchange between neighbors, subtly underlining the exceptional features of the Pink Rock Salt while maintaining the brand at the core of the narrative. This approach echoes Catch's belief that 'Kyunki Khana Sirf Khana Nahi Hota,' emphasizing the significance of quality ingredients in elevating daily meals."

Additionally, Surjo Dutt, Chief Creative Officer at Dentsu Creative Webchutney, provided further insights, saying, "At Catch, our creative vision aimed to redefine salt from a basic kitchen essential to a more conscious, informed choice through a simple yet compelling narrative. By incorporating children into the storyline, we leveraged their unexpected awareness about salt, including its color and benefits, to subtly challenge traditional perspectives and reflect the trend towards knowledge-driven decisions in modern households. The campaign ultimately communicates the idea that food is more than just sustenance; it mirrors the mindful choices we make daily."

Through this marketing initiative, DS Group solidifies its presence in the essential commodities sector, aligning with the shifting consumer preferences towards informed and mindful consumption habits.