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Catch Hing uses spiced-up Chinese whisper, takes 'asli tadka' stance
Campaign India.com, February 03, 2016

Catch has launched a TVC for its 'Hing' (asafoetida) offering. The film has been conceptualised by Everest Brand Solutions.

The plot is centred on an accident involving a lady and her mother-in-law. Tripping over something, she spills some water on the older lady while serving it to her. Their lady guest spices up this incident while narrating it to a friend, saying she poured the glass of water on her mother-in-law intentionally. This sequence of Chinese whispers continues until someone says the lady dunked her mother-in-law into a fish tank, when asked for water. The film ends with brand ambassador Vidya Balan entering the fray, and saying, 'Tadka toh sab lagate hain. Par asli tadka sirf Catch Hing se lagta hai. Shudh aur jaan dhar khushbu waala.' (Everyone adds spice, but the original spice is provided only by Catch Hing. It's pure and fragrant.)

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 flavorsome tadka to food." He added that the intent of the TVC was to make an impact through light-hearted humour and irreverence.

Rahul Jauhari, group chief creative officer, Everest Brand Solutions, added, "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."

Credits
Client: Dharampal Satyapal Group (DS Spiceco)
Creative 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
Production House: Apocalypso films
Director (film): Pradeep Sarkar
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