The new Catch Ginger Garlic Paste television commercial focuses on a product that consumers have widely embraced and presents the squeezy bottle as an upgrade designed to make everyday use more convenient. The campaign will run across television, digital and social media platforms pan-India.
The film opens with a working woman rushing to prepare food in her kitchen before an important morning meeting. As she takes a bowl of homemade ginger garlic paste out of the refrigerator, it slips from her hands and spills across the floor. She then looks at the raw ginger and garlic lying on the kitchen counter, visibly frustrated by the prospect of peeling, chopping and grinding another batch.
The situation changes when the Catch Ginger Garlic Paste squeezy bottle appears. Relieved by the convenience of the new packaging, she realises that she no longer needs to go through the process of preparing the paste again and can attend her meeting as scheduled.
The narrative reflects the challenges faced by many urban households, where ginger garlic paste is a daily cooking essential but preparing it at home takes time and storing it can be cumbersome. It also highlights a broader shift in the category, with more consumers moving from homemade preparations to packaged ginger garlic paste.
Arnab Ghatak Choudhury, Sr. General Manager, Marketing, Catch Salt & Spices, DS Group, said, “Packaged ginger garlic paste is one of the fastest-growing kitchen categories and today’s consumers want convenience without compromising on taste. Catch has always been synonymous with authentic flavour and our Ginger Garlic Paste features a thick, grainy texture, just like traditional homemade paste, making it the ideal kitchen substitute. The Catch Ginger Garlic squeezy bottle, a first in India in this category, makes one of the most-used ingredients in Indian cooking effortless and the ‘Squeezy Hai, Easy Hai’ TVC captures that simply.”
Babita Baruah, CEO, VML India, said, “At VML, we believe powerful creative work starts with sharp consumer insights. Catch Ginger Garlic Paste’s squeezy format is a brilliant example of simple packaging innovation solving a genuine everyday kitchen friction. Our ‘Squeezy Hai, Easy Hai’ campaign brings this functional ease to life through an engaging, relatable story rooted in everyday cooking routines, showing how convenience and authentic flavour can go hand in hand. When innovation genuinely lightens the daily routine, the brand narrative should feel just as seamless.”
The Catch Ginger Garlic Paste squeezy bottle is available across India through General Trade, Modern Trade outlets and all leading quick-commerce platforms. The launch is also supported by point-of-purchase visibility at retail outlets.
The television commercial is available at: https://youtu.be/BLCfpJiPM44
The Dharampal Satyapal Group (DS Group) is an FMCG conglomerate and multi-business corporation with an established presence in India and international markets. Founded in 1929, the Group has built its business through a combination of its legacy and growth initiatives. Its diversified portfolio spans Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses and other investments.
Its leading brands include Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol and Namah.
The Group's corporate approach is guided by values centred on collective good, social responsibility and environmental protection. Its DS Headquarters has received Leadership in Energy and Environmental Design (LEED) Platinum certification under the USGBC (US Green Building Council) Existing Building Operations and Maintenance (O&M) programme, version 4.0. The headquarters has also received LEED Zero Carbon Certification from the USGBC.
Further information about the Group is available at www.dsgroup.com.
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