India’s foremost F&B brand ties up for in-film promotion in the upcoming comedy film
New Delhi, 10 November 2014: Spicing up its brand communication strategy, ‘Catch’, the premium and widely recognized F&B brand of the country ties-up with ‘The Shaukeens,’ for in-film promotion to position their brand and reach out to the target audience. The comedy feature film, has hit the theatres on 7th November 2014. The film carries unique in-film integration of the brand ‘Catch’, highlighting the brand’s superior quality and novelty.
Brand ‘Catch’ leverages the golden rule of marketing -Jo Dikhta hai woh Bikta hai, by strategically and prominently placing the brand in the film. Indian cinema remains a common thread which binds all the fans together throughout the world. ‘Catch’ targets to reach out a larger audience base through the global appeal of Indian cinemas.
The story of the film revolves around 3 lecherous old men played by - Anupam Kher, Piyush Mishra, and Annu Kapoor who are seen lusting after Lisa Haydon who is essaying the role of Akshay Kumar’s fan in the film.
Widely acclaimed actor Piyush Mishra will be seen as a ‘Catch’ Spices distributor in the film with his shop located in Chandni Chowk. The shop has ‘Catch’ branded signage. In one of the scenes, the actor is seen convincing his co-stars to become ‘Catch’ distributors, and states the quality of ‘Catch’spices. As an important part of the storyline the trio Piyush Mishra, Annu Kapoor and Anupam Kher travel to Mauritius for a ‘Catch’ dealer meet, where ‘Catch’ spices sales team clad in ‘Catch’ logo branded t-shirt welcome them with placards .
On this occasion, Mr. OP Khanduja, Associate Business Head, DS SpiceCo Pvt. Ltd said, “’Catch’ Spices has been lending exquisite aromas and tantalising tastes to Indian palates. ‘The Shaukeens’ too would entice our customers through flavours of entertainment. Alternate channels like movies are becoming a powerful tool in the integrated marketing communication space to reach out to the audience. I am confident this association will go a long way in refreshing and further bolstering the relationship of ‘Catch’ with its consumers.”
‘’Playing the role of ‘Catch’ spices distributor in the film was fun. Variety is the spice of life and our film is packed with a variety in terms of acting prowess. ‘The Shaukeens’ is a combination of peerless performances by great veteran actors, charmed with dusky beauty Lisa Haydon and armed with Bollywood icon Akshay Kumar. It will definitely stand true to its association with ‘Catch’ spices,” said multifaceted talent Piyush Mishra.
India’s foremost spices brand ‘Catch’, a part of the Rs. 4800-crore DS Group, has revolutionized the Indian spice industry with its wide range of spices and seasonings. ‘Catch’ Spices has been conferred the ‘Master Brand’ award for the year 2013, in recognition of its market dominance, its goodwill and loyalty amongst consumers, brand resilience and positive market feedback.
‘Catch’ was launched in 1987 with the ‘Catch’ Salt & Pepper rotatory table top sprinkler as offering, thus becoming the first Indian brand that led to shifting the usage of salt and pepper from kitchen to the dining table. It has since then expanded its range and is now a preferred household name in the spice industry. With more than 63 variants across 6 product categories - Sprinklers, Straight spices, blended spices, Straight premium spices, Whole spices and Hing; it caters to the diverse Indian palate. With new product variants under the brand umbrella and extended product range, there are over 200 SKUs for both household and Institutional buyers.
About DS Group: Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a turnover of more than Rs. 4800 crores. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. The Group has strengthened its presence in F&B category by entering in Dairy and Confectionary segment. DS Group is committed towards premium quality products & credited with several innovations over last eight decades.
Catch Spices, Catch Spring water, Catch flavoured water, Chingles-the mini chewing gums, Piyoz, Dairymax, Ksheer, Meetha Mazaa, Tulsi, Pass Pass, Rajnigandha, Rajnigandha Pearls, Tansen, Tulsi Saada, The Manu Maharani and Unitex are some of the leading brands the Group proudly shelters today.DS Group has chosen to mesh their social commitment into business vision. The Company has been working all over the country, on a wide range of CSR programmes, ranging from education to health to safe drinking water and making tribal and ethnic communities self-reliant; are on ground all over the country. The Group works strongly on the principles of integrity, dedication, resourcefulness and commitment.