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'Catch Hing' adds dash of 'tadka'
BestMediaInfo Bureau, February 03, 2016

Conceptualized by Everest Brand Solutions, the storyline plays on a harmless incident taking a hilarious turn by the time it reaches its conclusion with people often 'spicing' up things

Catch, one of the most popular salt & spice brands, has launched this week a new TVC for Catch Hing – one of the fastest growing segments in the spices industry. India has a long tradition of using Hing (asafetida) in cooking, be it as a flavor enhancer or for tempering. Most prominently, it is used as a final flourish 'the tadka' for dal dishes and is a key ingredient for it giving aroma, flavour and taste.

The new Catch Hing TVC, conceptualized by Everest Brand Solutions, is a play on the very word 'tadka'. The story gives a humorous twist with a story of how a small incident gets tadka at every point and grows out of proportion when it travels from one mouth to another, much like the oft played 'Chinese Whispers.' A harmless incident takes a hilarious turn by the time it reaches its conclusion with people often 'spicing' up things while repeating them. The Catch Hing Ka Tadka TVC captures this element of human behaviour with the tagline 'Ab India Lagaye Catch Hing Ka Tadka'.

The ad is anchored by Catch Salt and Spices brand ambassador Vidya Balan, who uses tongue-in-cheek humour to demonstrate that everyone loves to add a bit of 'tadka' and walks with us through a story of how a small incident of a young 'bahu' stumbling with a glass of water in front of her mother-in-law ends up being described as someone who is trying to down her own mother-in-law, the idea being that as a story travels it gathers its own momentum and spice. The TVC has Vidya Balan saying, "Tadka lagane mein sab maahir hain, ab India lagaye sirf Catch Hing ka Tadka."
OP Khanduja, Associate Business Head, DS Spiceco, said, "The Catch brand is an established household name and with Catch Hing we are now offering the best quality Hing to give a flavoursome tadka to food. We hope to make a real impact through humour and irreverence and catch the imagination of the Indian public through a TVC that falls in the genre of light-hearted comedy and aims to extract humour and laughter from everyday incidents in our lives."

Rahul Jauhari, Group Chief Creative Officer, Everest Brand Solutions, commented, "Advertising needs to be as entertaining as it needs to be convincing. So we used a potent combination of both to drive home the superiority and scale of Catch Hing. The brand has been consistent on its communication path and has gone from strength to strength every year. We hope to see these campaigns do the good job the previous ones have done."

The TVC:
Client: Dharampal Satyapal Group
Agency: Everest Brand Solutions
Servicing: Manish Thapliyal, Sikander Nagra
Planning: Nandita Kaushik
Sr. Creative Director: Rumi Mitra
Sr. Creative Director: Tulika Seth
Executive Creative Director: Samir Chonkar
Group Chief Creative Officer: Rahul Jauhari
Director: Pradeep Sarkar
Production House: Apocalypso Films