Everest Brand Solutions unveils new campaign for Catch

04 Feb,2015

By A Correspondent

 

The DS Group has released a new campaign for their kitchen spices brand Catch. This is a continuation of the brand campaign themed ‘100 per cent Woman ka Match sirf Catch’ released in end 2013. The film has been conceptualized by Everest Brand Solutions.

 

This communication extends the brand proposition of ‘100 per cent Indian woman ke masale – Catch masale’ to specific products/blends, more specifically, Catch Sabzi Masala.

 

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

 

O.P. Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd 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 the brand ‘Catch’. This new TVC is first in its series. The TVC relates and talks directly to the consumer and is conceptualized 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 new trend in this segment”.

 

Naveen Saraswat, COO, Everest Brand Solutions, said: “This communication is a major step in furthering the strong connect of brand Catch with the contemporary Indian woman and reinforces the brand proposition – 100% Indian woman ka match, sirf Catch.”

 

This film shall be supported by a complete 360-degree campaign including print ads, POS, outdoors, engagement plan. etc.

 

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